CONSUMERS’ RESISTANCE TOWARDS THE ADOPTION OF ONLINE BANKING; AN EMPERICAL STUDY OF BANKING INDUSTRY IN PAKISTAN

Abstract

In compliance with the preceding researches the constructive factors of online banking has given the more attention. Therefore, the goal of this research paper is to examine those prime determinants which resist consumers towards the acceptance of virtual banking in Pakistan. In this age of technology, online banking is consider as the need of customers but instead of this fact costumers are still resisting themselves from online banking. For that reason, this study is conducted to understand those barricades due to which users are avoiding online banking. The close-ended questionnaire was circulated among 300 respondents to collect the responses. Specifically from those individuals are doing online jobs and want to embrace online banking but due to some barricades they are resisting from it. Following the data collection, the analysis was done on SPPS to get the results. On the basis of results there is positive significant impact of all independent variables (the image barricade, the value barricade, the risk barricade and the tradition barricade) on dependent variable (the towards the adoption of online banking). This study will be consumers’ resistance advantageous for the banking sector in Pakistan (Banks of Karachi, Sukkur and Larkana) and utilize this research paper to improve their online , these barricades can be minimized and more can the management of this industry banking facilities for the customers. In this way customers will prefer to embrace online banking.