The adoption of commercial innovations in the former Central and Eastern European markets: The case of internet banking in Estonia

Abstract

Purpose

This study aims to examine innovation adoption in the context of internet banking in Estonia.

Design/methodology/approach

The data presented in this study are based on 1,831 questionnaires collected from individual internet banking users in Estonia.

Findings

This study extends the applicability of the innovation adoption model developed by Everett Rogers to Estonian internet banking. The model starts with the independent variables: relative advantage; complexity; perceived risk; and compatibility, and the analysis shows that relative advantage and complexity have the strongest influence on adoption of internet banking.

Practical implications

The managerial implications of this paper include its contributions toward better understanding of the commercial viability in CEE economies of businesses based on Western‐style technology.

Originality/value

This study suggests modifications to Rogers' original model in order to apply it to the fast‐growing new CEE economies, thus reaffirming the importance of his model.

Citation

Eriksson, K., Kerem, K. and Nilsson, D. (2008), "The adoption of commercial innovations in the former Central and Eastern European markets: The case of internet banking in Estonia", International Journal of Bank Marketing, Vol. 26 No. 3, pp. 154-169. https://doi.org/10.1108/02652320810864634