Abstract
Purpose - This research aims to describe three profile segments (postponers, opponents and rejectors) of non-adopters of internet banking in Tunisia, and attempts to predict consumers' willingness to adopt this new technology using a range of factors.
Design/methodology/approach - The theoretical background was mainly based on dispositional resistance to change theory, as well as previous literature on internet banking. A total of 595 surveys were collected via face-to-face interviews. In order to predict consumers' intentions, selective factors were proposed (i.e. perceived usefulness, perceived risk, dispositional resistance to change, demographics). Data was assessed through multinomial logistic regression.
Findings - Significant differences were observed between the three segments (postponers, opponents and rejectors) on the basis of the proposed predictors. Moreover, dispositional resistance to change as a personality trait plays a significant role in behavioral intentions.
Originality/value - Dispositional resistance to change as a personality trait is still underdeveloped in marketing research studies. This paper provides managerial recommendations for Tunisian bank practitioners to better profile their targets.