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.
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.
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.
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.
