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What is Innovation Resistance Among Mature Consumers about?

The article investigates innovation resistance among mature consumers (aged 55 and older) in the context of mobile banking, comparing their barriers to adoption with those of younger consumers. Findings reveal that the value barrier is the most significant for both groups, but mature consumers particularly struggle with risk and image barriers. The study emphasizes the need for marketers to understand these barriers to effectively promote mobile banking services to older consumers.

Author

warmthotseason

Language

EN