Skip to main content

Research Repository

Advanced Search

An examination of consumers' resistance to computer-based technologies

Patsiotis, Athanasios G.; Patsiotis, Athanasios; Hughes, Tim; Webber, Don J.


Athanasios G. Patsiotis

Athanasios Patsiotis

Tim Hughes
Professor in Applied Marketing

Don J. Webber


Purpose: This paper aims to provide a better understanding of non-adoption of technological interfaces. The majority of diffusion research on technological innovations does not distinguish clearly between non-adoption and resistance behavior and assumes a symmetrical or linear relationship between the positive and negative influencing factors. As a result, it has not recognized the different types of non-adoption. Design/methodology/approach: The determinants of customers' propensity to adopt or not to adopt computer-based technologies were examined in the context of internet banking. Several multivariate analysis methods were combined to examine the dimensionality of the constructs involved and their explanatory power on customer intentions and usage behavior. Findings: The resulting five dimensions revealed new links that help to explain customer intention in relation to usage behavior. The results reveal that some of the factors explaining non-adoption are not the opposite of those explaining adoption behavior and that others influence positively both behaviors. It is also found that pre-adoption behavior may be different from usage behavior and that delay behavior may be characterized by different phases. Research limitations/implications: The findings of this exploratory study suggest new evidence on non-adoption behavior that may stimulate further research inquiry. Practical implications: Recognizing these different aspects of customer behavior in relation to adoption/non-adoption has implications for managers involved in utilizing the internet as a channel for customer service. Originality/value: This study examined diffusion of innovation from a different angle, looking at non-adoption behavior which may sometimes be the result of some kind of resistance. © Emerald Group Publishing Limited.


Patsiotis, A. G., Patsiotis, A., Hughes, T., & Webber, D. J. (2013). An examination of consumers' resistance to computer-based technologies. Journal of Services Marketing, 27(4), 294-311.

Journal Article Type Article
Publication Date Jul 15, 2013
Journal Journal of Services Marketing
Print ISSN 0887-6045
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 27
Issue 4
Pages 294-311
Keywords adoption, diffusion, technological innovations, resistance behavior
Public URL
Publisher URL