How Uncertainty Avoidance Affects Innovation Resistance in Mobile Banking: The Moderating Role of Age and Gender

While Internet banking has received the attention of the masses in many developed countries, mobile banking adoption is still in its infancy. This paper explores the role of uncertainty avoidance on innovation resistance in the context of mobile banking. Hypotheses of the effect of uncertainty avoidance on five adoption barriers, namely usage, value, risk, tradition and image, were tested using a large data set consisting of 1556 effective responses from online bank customers. The results show that uncertainty avoidance has a highly significant effect on innovation resistance, the strongest influence related to image and risk barriers. Moreover, age appear not to moderate the effects while gender is found to be a highly significant moderator. The results contribute to the earlier literature by evincing that uncertainty avoidance indeed increases resistance to innovations despite the age of a consumer. However, this influence varies between genders, which partly contradicts with the earlier debate.