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. â© Emerald Group Publishing Limited.