The effects of protection motivation and perceived innovation characteristics on innovation resistance and innovation acceptance in internet primary bank services

Purpose: Prior studies on innovation resistance to IT services have mainly focused on the technology acceptance and use diffusion model. To understand the proliferation power of internet primary banks, an analysis of resistance factors is needed. This paper aims to propose a new integrated innovation resistance model (IRM) to explain the intention of innovation acceptance of internet primary bank services. Design/methodology/approach: This study developed an integrated research model (PMT and IRM) to explain the intention to innovation acceptance of internet primary bank services. It collected 398 online survey responses from non-users of internet primary bank services. This study used the Partial Least Squares (PLS) methodology to verify the research model and hypotheses. Finings: The results suggest that perceived vulnerability, perceived severity, perceived self-efficacy, personal innovativeness, perceived relative advantages, perceived compatibility, and perceived complexity affected innovation resistance. Together, these have a negative influence on the intention to accept the innovation of internet primary bank services. Research limitations/implications: It is necessary to carry out exploratory investigations such as in-depth interviews and parallel observation methods to ensure the validity of the research results. Moreover, we analyzed responses from only non-users and discontinued users of internet primary bank services. In future research, we will conduct a study on innovation resistance that differentiates users and non-users of internet primary bank services. It is also necessary to conduct a longitudinal study to see how the personal innovativeness and perceived innovation characteristics of internet primary bank services change with time. Originality/value: This study makes several contributions to the relevant literature as one of the first attempts to empirically validate an integrated research model for the banking domain. By combining the PMT and IRM, this research proposes and validates a model designed to enrich our understanding of innovation acceptance behavior in internet primary bank users.