Title

Paradoxes and Technology Adoption: A retail Banking Analysis

Document Type

Journal Article

Publisher

Association for Consumer Research

Faculty

Business and Public Management

School

Management

RAS ID

2546

Comments

This article was originally published as Munene, C. W., Pettigrew, S., & Mizerski, K. (2002). Paradoxes and Technology Adoption: A Retail Banking Analysis. ACR Asia-Pacific Advances, 5, 331-335. Original available here

Abstract

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.