Julia - Laurea-ammattikorkeakoulu

The effect of User’s Informational-Based
Readiness on innovation acceptance
Edited by: Minna Mattila
This study implements the UIBR
components as a tool to evaluate
the marketing strategy of a firm, and
to evaluate customer’s readiness to
accept new services. The authors -
Minna being a dyed-in-the-wool
Finnish and Ali a Yemeni entrepreneur
with an academic career in
Malaysia – share the common language
of research regardless of the
cultural differences and time zones
separating them.
Why study User’s Informational-Based
Readiness?
User or customer informational-based readiness
(UIBR) refers to person’s propensity to
embrace and use new technologies of banking
over the Internet to accomplish their
banking needs. The new UIBR construct developed
in this study involves four dimensions
of awareness, knowledge, experience,
and exposure that are proposed to influence
the potential adopters’ intention to adopt
Internet Banking (IB). This study develops
a new construct to understand the potential
adopters’ informational readiness.
Studying the UIBR attributes on the attitude
and behavioural intention of potential
adopters helps to develop better IB services
to enhance the adoption of current non-users.
Therefore, the user’s readiness for IB is
a proposed construct, developed to undertake
the informational aspects related to
the user’s behavioural intention that may
affect the adopters’ decision to accept or
reject the introduced innovation.
16 Kehittäjä
Conclusions
Faculty of Business and Accountancy in January 2008, University of Malaya. Photo: Minna Mattila.
The results strengthen the study’s argument
that the four UIBR dimensions significantly
affect person’s intention and attitude
towards IB use. The practical implications
of this study related to the adoption of innovation
in the context of developing countries
are threefold.
First, the four UIBR dimensions are a concrete
set of factors that policy makers and
bank managers must concern themselves
with to facilitate customer IB adoption and
increase the adoption rate for IB. Furthermore,
it suggests that policy makers, bank
managers and practitioners should pay particular
attention to maximising those UIBR
attributes, which are empirically proven to
contribute to customer attitudes and enhancing
people’s intention using IB.
Second, the four UIBR dimensions are a
helpful segmentation tool that assists in
categorising customers. Third, the study’s
implications for the managerial under-
standing could be addressed by extending
the use of the four components of UIBR as
a tool to evaluate to what extent the marketing
strategy is effective. In other words,
marketing can use the four informational
readiness components to evaluate to what
extent consumers are ready to accept the
products or the services introduced.
We would like to suggest the application of
the proposed construct to different innovations
as well as to examine to what extent
the four UIBR dimensions can be used as a
helpful segmentation tool to assist in categorising
customers.
Based on Zolait, A. & Mattila, M. & Sulaiman, A.
(2009) “The effect of user’s informational-based
readiness on innovation acceptance”, Forthcoming
in International Journal of Bank Marketing, Vol. 27,
Issue 1.
Partially based on also on Lee, C-P. & Mattila, M. &
Shim, J-P. ”An Exploratory Study of Mobile Banking Systems
Resistance in Korea and Finland ”, Proceedings of
Americas Conference on Information Systems AMCIS
2007, August 9-12, Keystone, the U.S.. Refereed.