Purpose – The aim of this thesis is to investigate the resistance factors

influencing the customer participation intention to co-create value in the

context of mobile banking in Hong Kong and suggest practical solutions

accordingly.

Design/Methodology/approach – The value measurement and hypotheses

are developed based on the Innovation Resistance Theory and previous

literature. This study adopts a quantitative research approach. An online

survey was implemented to collect data for the analysis of barrier significance

and significant differences in barriers between mobile banking users and nonusers

in Hong Kong. 181 responses are collected and all are usable.

Findings – The empirical results in this study reveal that risk barrier is the

most intense barrier that negatively influences customer participation intention

in mobile banking in Hong Kong, followed by tradition and value barrier, and

lastly by usage barrier. Image barrier is insignificant in this case. It is also

discovered that there are significant differences in barriers and customer

participation intention between users and non-users.

Practical implications – This study provides useful and practical implications

for managers and marketers in developing strategies to overcome barriers to

customer participation in value co-creation through mobile banking and other

innovations.

Originality/value – Majority of the innovation adoption-based studies are

conducted from a positive approach, while innovation resistance is neglected

and thus less developed. This research study rectifies this shortcoming by

empirically investigating the barriers preventing customer participation to co-create

value in the mobile banking context in Hong Kong.