Ching et al (2024)_Functional and Psychological Barriers.pdf

king services by Unibank customers in the Philippines. The research employed a survey method for collecting data from 55 respondents and descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM) utilizing SmartPLS to analyze the data. The study focused on identifying the functional barriers, that is, security concerns, technical issues, and reliability, and the psychological barriers, comprising attachment to traditional banking processes and bank image perceptions. The findings showed that functional as well as psychological barriers play a large role in contributing to resistance, and security concerns and platform reliability were the most prevailing ones. Furthermore, the study established that resistance level has a negative impact on the adoption of digital banking services, with demographic factors like income, gender, and age acting as moderators to this effect. Consequently, based on these findings, the study advises that Unibank prioritize emphasizing enhanced security features, implementing targeted education campaigns, and offering incentives to propel the adoption of digital banking services. The study also highlights the importance of regular customer feedback in enhancing services. Future research is recommended to expand the sample size, investigate the role of digital literacy programs, and investigate the long-term effects of demographic factors on the adoption of digital banking products.