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Keywords: Consumer resistance
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Journal Articles
Consumer adoption of m-banking: a behavioral reasoning theory perspective
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International Journal of Bank Marketing (2017) 35 (4): 733–747.
Published: 05 June 2017
... innovativeness (Chitungo and Munongo, 2013 ; Koksal, 2016 ; Mohammadi, 2015). These innovation diffusion models focus on the determinants of adoption and ignore the factors that lead to consumer resistance to innovation. In their seminal work, Ram and Sheth (1989) while studying consumer resistance...
