Exploring the adoption of a service innovation: A study of Internet banking adopters and non-adopters

Internet banking (IB) is the latest and most innovative service offered by the banks in Turkey. However, recent indicators regarding IB use in Turkey show that the majority of the Internet users have not adopted the service. The purpose of this paper is to examine the factors affecting the process of IB adoption and to characterise different IB adopter and non-adopter segments in Turkey. The paper adopted a multi-method approach employing qualitative and quantitative types of research. The findings showed that IB adopters and non-adopters have different perceptual, experience related, socioeconomic and situational characteristics. It was further revealed that besides the perceptual factors related to IB use, perceptual factors in relation to the banks in Turkey were also influential in IB adoption process. The paper applied an extended Technology Acceptance Model (TAM) with Diffusion of Innovation Theory and Theory of Perceived Risk to characterise different IB adopter and non-adopter categories. The paper provided a methodological contribution to the adoption literature by applying the TAM to the context of the Turkish bank market and studying the issue in a multi-method research format.