Diffusion of innovation in Asia: a study of internet banking in Thailand and India

Abstract

This study examined the possible attributes of innovation that contribute to the adoption of innovative Internet banking services in India and Thailand. Diffusion of Innovation theory was utilized to study Indian and Thai banking customers living in several regions of the two countries. The attributes of innovation, used for this investigation, were complexity, compatibility, relative advantage and trialability. The results reveal that only complexity had a negative relationship with intention to adopt innovative Internet banking both in India and Thailand, while other attributes of innovation show a positive relationship. Several marketing related recommendations are offered for improving the success rate for the adoption of Internet banking in both India and Thailand.