Testing the Homogeneity of Non-Adopters of Internet Banking

Non-adopters of internet banking is not a homogenous group. In this study, non-adopters are divided into two groups: prospective adopters and persistent non-adopters. The aim of this paper is to analyse how the two non-adopter groups differ with regard to usage, image, tradition, risk and value barriers. Factor analysis is used to categorize the data into five barriers. Independent samples t-tests are used to reveal the differences between prospective adopters and persistent non-adopters of internet banking. The results of this study reveal that persistent non-adopters show more resistance to internet banking in relation to usage, image, tradition, risk and value barriers. The p-values indicate that the value barrier differentiates the groups the most, followed by usage, image, risk and tradition barriers. The results highlight the fact that psychological barriers are a greater cause of resistance than functional barriers.