مقاومة المستهلك لتبني الابتكار : الصيرفة الإلكترونية نموذجا

الملخص EN

Consumer resistance to the adoption of innovation is one of the most important reasons for innovation failure.

However, most companies launching innovative products and services seeks to maximize its adoption by focusing on the conditions and factors that supports the success of adoption process without seeking to reduce the potential resistance to innovation.

From this point, this study aims to provide an overview on consumer resistance to the adoption of innovation and presents factors preventing his adoption from an innovation resistance point of view, then we highlight consumer resistance to the adoption of electronic banking as a form of technological innovation that have touched banking services, which was transformed from traditional to electronic form due to the electronic means of payment provided by information and communication technologies, then we discuss factors that drives consumer to resist ebanking adoption , and finally we present a set of suggestions and recommendations that may reduce consumer’s ebanking resistance and improve its degree of adoption