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The adoption of commercial innovations in the former Central and Eastern European markets The case of internet banking in Estonia

The adoption of commercial innovations in the former Central and Eastern European markets The... Purpose – This study aims to examine innovation adoption in the context of internet banking in Estonia. Design/methodology/approach – The data presented in this study are based on 1,831 questionnaires collected from individual internet banking users in Estonia. Findings – This study extends the applicability of the innovation adoption model developed by Everett Rogers to Estonian internet banking. The model starts with the independent variables: relative advantage; complexity; perceived risk; and compatibility, and the analysis shows that relative advantage and complexity have the strongest influence on adoption of internet banking. Practical implications – The managerial implications of this paper include its contributions toward better understanding of the commercial viability in CEE economies of businesses based on Western‐style technology. Originality/value – This study suggests modifications to Rogers' original model in order to apply it to the fast‐growing new CEE economies, thus reaffirming the importance of his model. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

The adoption of commercial innovations in the former Central and Eastern European markets The case of internet banking in Estonia

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320810864634
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study aims to examine innovation adoption in the context of internet banking in Estonia. Design/methodology/approach – The data presented in this study are based on 1,831 questionnaires collected from individual internet banking users in Estonia. Findings – This study extends the applicability of the innovation adoption model developed by Everett Rogers to Estonian internet banking. The model starts with the independent variables: relative advantage; complexity; perceived risk; and compatibility, and the analysis shows that relative advantage and complexity have the strongest influence on adoption of internet banking. Practical implications – The managerial implications of this paper include its contributions toward better understanding of the commercial viability in CEE economies of businesses based on Western‐style technology. Originality/value – This study suggests modifications to Rogers' original model in order to apply it to the fast‐growing new CEE economies, thus reaffirming the importance of his model.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Apr 11, 2008

Keywords: Innovation; Emerging markets; Banking; Financial services; Electronic funds transfer systems; Estonia

References