Abstract:
Abstract
Several studies have examined consumers’ attitudes towards technological innovations. The
study discussed in this paper explores consumers’ attitudes to technology post-adoption.
Specifically, it extends Mick and Fournier’s (1998) theory of the paradoxes of technology
adoption. The study is an in-depth exploration of the freedom/enslavement paradox. Data
were collected through in-depth interviews with individuals who have adopted one or more of
the four modes of electronic banking: EFTPOS, ATM, telephone banking, and Internet
banking. The findings are similar to Mick and Fournier’s as they suggest that while
technology can provide freedom by increasing the number of alternatives available to
consumers, it can also result in enslavement because of increased consumer reliance on the
new technology. The findings of this study suggest that consumers are likely to experience
this paradox not only when using household technologies as indicated by Mick and Fournier
(1998), but also when using commercial technologies used by organisations to deliver
services.
