Purpose

Digital-only banks are emerging as challenger banks to the traditional-bank business model in South Africa. However, traditional-bank customers could resist the use of digital-only banks, theoretically due to their satisfaction with the status quo. Consequently, inertia arising from bias to traditional banks based on status quo satisfaction could engender their resistance to become customers of digital-only banks. The objective of the study, therefore, is to investigate how traditional-bank customers' inertia influences digital-only bank resistance.

Design/methodology/approach

Based on a literature review, digital-only bank adoption barriers and cognitive-based initial distrusting beliefs were identified as mediators of the influence of inertia on digital-only bank resistance. To test the mediation model empirically, data was collected from 610 traditional-bank-only customers.

Findings

The five adoption barriers fully mediate the influence of inertia on cognitive-based initial distrusting beliefs. The five barriers in serial with cognitive-based initial distrusting beliefs partially mediate the influence of traditional-bank customers' inertia on digital-only bank resistance. Cognitive-based initial distrusting belief is an essential factor in the mechanism underlying the influence of traditional-bank customers' inertia on digital-only bank resistance.

Originality/value

Digital-only banks are relatively new. Research is therefore lacking in consumer behavior explaining the use of digital-only banks by traditional-bank customers in the South African context. A further novelty of the study is the empirical assessment of mechanisms that explain the influence of inertia on cognitive-based initial distrusting beliefs, and the influence of inertia on resistance behavior.

中文翻译：

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传统银行客户对纯数字银行的抵制：来自南非的证据

目的

纯数字银行正在成为南非传统银行业务模式的挑战者银行。然而，传统银行客户可能会拒绝使用纯数字银行，理论上是因为他们对现状感到满意。因此，基于现状满意度对传统银行的偏见所产生的惰性可能会导致他们抵制成为纯数字银行的客户。因此，这项研究的目的是调查传统银行客户的惰性如何影响纯数字银行的阻力。

设计/方法/方法

根据文献综述，纯数字银行采用障碍和基于认知的初始不信任信念被确定为惯性对纯数字银行阻力影响的中介。为了实证检验中介模型，从 610 名传统银行客户收集了数据。

发现

五个采纳障碍完全调节了惯性对基于认知的初始不信任信念的影响。与基于认知的初始不信任信念相关的五个障碍在一定程度上调节了传统银行客户的惰性对纯数字银行抵制的影响。基于认知的初始不信任信念是传统银行客户惯性对纯数字银行抵抗影响机制的一个重要因素。

原创性/价值

纯数字银行相对较新。因此，在解释南非背景下传统银行客户使用纯数字银行的消费者行为方面缺乏研究。该研究的另一个新颖之处是对解释惯性对基于认知的初始不信任信念的影响以及惯性对抵抗行为的影响的机制的经验评估。