Barriers to Customer Participation in Mobile Banking: In the Case of Hong Kong

Sammanfattning: Purpose – The aim of this thesis is to investigate the resistance factors influencing the customer participation intention to co-create value in the context of mobile banking in Hong Kong and suggest practical solutions accordingly. Design/Methodology/approach – The value measurement and hypotheses are developed based on the Innovation Resistance Theory and previous literature. This study adopts a quantitative research approach. An online survey was implemented to collect data for the analysis of barrier significance and significant differences in barriers between mobile banking users and nonusers in Hong Kong. 181 responses are collected and all are usable. Findings – The empirical results in this study reveal that risk barrier is the most intense barrier that negatively influences customer participation intention in mobile banking in Hong Kong, followed by tradition and value barrier, and lastly by usage barrier. Image barrier is insignificant in this case. It is also discovered that there are significant differences in barriers and customer participation intention between users and non-users. Practical implications – This study provides useful and practical implications for managers and marketers in developing strategies to overcome barriers to customer participation in value co-creation through mobile banking and other innovations. Originality/value – Majority of the innovation adoption-based studies are conducted from a positive approach, while innovation resistance is neglected and thus less developed. This research study rectifies this shortcoming by empirically investigating the barriers preventing customer participation to co-create value in the mobile banking context in Hong Kong.