Paradoxes and Technology Adoption: A retail Banking Analysis
Association for Consumer Research
Business and Public Management
The study reported in this paper explores consumers’ experiences with technology-assisted service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the electronic banking scenario. In-depth interviews were conducted to explore consumers’ experiences when using electronic banking and the results were compared to those of Mick and Fournier. The findings are similar, suggesting that when consumers adopt technology they can simultaneously develop positive and negative attitudes. The findings of this study also suggest that the nature of some of the paradoxes experienced by consumers may depend on the industry and the technology being investigated.