Analysis of Consumer E-Lifestyles and Their Effects on Consumer Resistance to Using Mobile Banking: Empirical Surveys in Thailand and Taiwan

Given that the diffusion rate of mobile banking is slow and research on mobile banking is dominated by the perspective of innovation adoption, this study examines the effects of consumer e-lifestyles on consumer resistance to mobile banking, using the perspective of innovation resistance. From a survey of nearly 1,900 Thai and Taiwanese respondents, this study discovered five principal factors that significantly influence and shape people's e-lifestyles. The influence of each of these factors is unequal and differs between Thai and Taiwanese respondents. The results indicate that, in Thailand, e-lifestyle significantly moderates the effects of traditional, image, and usage barriers to consumers' resistance to using mobile banking; whereas, in Taiwan, e-lifestyle significantly moderates only the effects of traditional and usage barriers. The research has implications for banks in designing effective service and marketing strategies.