Abstract:

Previous studies advocate that the status quo bias theory has several opportunities to better apprehend a consumer behavior in the context of the multi-channels banking. This research provides a linkage between status quo bias and resistance theories and, proposes a new view of consumers’ resistance from a marketing perspective. Our purpose is to investigate empirically the effects of offline bank perception on consumer’s behavioral intentions to use internet banking and to explore the role of the dispositional resistance to change, as a narrow psychological personality trait by developing a structural equations model that used a sample of 595 Tunisian non-users of internet banking. The findings suggest that offline relationship quality enhances the perceived risk related to the internet banking and decreases the perceived usefulness of online usage. Furthermore, the dispositional resistance to change plays an inhibiting role towards internet banking use.