Social cognitive theory in technological innovations

Vanessa Ratten (School of Management, Queensland University of Technology, Brisbane, Australia)
Hamish Ratten (Queensland University of Technology, Brisbane, Australia)

European Journal of Innovation Management

ISSN: 1460-1060

Publication date: 30 January 2007



The aim of this paper is to understand the behavior that Australian youths have towards wireless application protocol (WAP) banking.


This paper is based on a quantitative study of the youth market in Australia. Social cognitive theory is utilized to support a conceptual model that is empirically tested.


The major finding from the research is that the conceptual model is partially supported which indicates the immaturity of WAP technology.


Social cognitive theory provides a useful explanation for youth's intentions to use WAP technology in the banking industry. The youth market is an early adopter of technology that presents a good indicator of future market potential.



Ratten, V. and Ratten, H. (2007), "Social cognitive theory in technological innovations", European Journal of Innovation Management, Vol. 10 No. 1, pp. 90-108.

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Copyright © 2007, Emerald Group Publishing Limited

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