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Understanding the Impact of Innovation Characteristics and Individual Factors on Adoption of Online Channels

Understanding the Impact of Innovation Characteristics and Individual Factors on Adoption of Online Channels
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Author(s): Annette M. Mills (University of Canterbury, New Zealand), Lila Rao Graham (The University of the West Indies, Jamaica) and Gunjan Mansingh (The University of the West Indies, Jamaica)
Copyright: 2006
Pages: 2
Source title: Emerging Trends and Challenges in Information Technology Management
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-019-6.ch268
ISBN13: 9781616921286
EISBN13: 9781466665361

Abstract

For many organizations offering online services, there are alternative modes of interaction. For example, in the case of banking the alternatives may include over-the-counter services, ATMs, telephone banking and online banking. Given recent reports suggesting that online banking has only reached 34% penetration in the USA (Bruene 2005), understanding the factors that motivate adoption of online channels over other modes is key to the successful diffusion of such innovations. The decision to use online channels in particular may involve selecting from a choice set; hence, individual preference towards using one mode over the alternatives is a key element of the adoption decision. Yet, little is known about the factors influencing IT adoption intentions where alternatives are available (Davis & Warshaw 1991). As organizations continue to invest in different ways to deliver services it is important to understand the factors impacting adoption of particular service channels within multi-channel environments. This study therefore examines perceptions of innovation characteristics and individual factors as antecedents of individual intentions to adopt a particular technology, in this case, individual intentions to use Internet banking over other means to do their banking. This research therefore differs from most adoption studies since individual preference and the choice situation are explicitly considered.

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