An Investigation on Mobile Banking and Co-creation Services Adoption Intention in South Africa

Gugu Valerie Chavarika,Marike Venter De Villiers,Tinashe Chuchu

doi:10.3991/ijim.v14i11.13755

Abstract

<p>Co-creation of value between the consumer and services providers is an idea that has been receiving much attention. The purpose of this study was to investigate the influence of consumer motivation on attitudes and adoption intention of co-creational banking activities. By means of a quantitative method, 339 surveys were collected. The research instrument was compiled from existing scales that were adopted for the purpose of this study. The proposed conceptual model and hypotheses were tested using Structural Equation Mod-eling (SEM), while scale reliability and validity was confirmed using SPSS 23. Further, AMOS 23 was used to test the model fit. The findings indicated that all seven proposed hypotheses are significant. Therefore indicating that consumer motives have a positive influence on a consumer’s attitudes toward participating in co-creation activities, which in turn has an impact on rela-tive advantage, complexity and compatibility. Lastly, the results indicate that relationships exist between relative advantage, complexity and compatibility, respectively and adoption intention. This study adds to contextual knowledge of cocreational adoption within digital banking, and provides managers with significant insight into the potential success of digital customization and how banks can benefit from digital co-creation.</p>

Highlights

In recent years the adoption of advanced technologies that include mobile banking services has grown exponentially among consumers and service providers in the financial sector [1], [2], [3]
This study adds to contextual knowledge of co-creational adoption within digital banking, and provides managers with significant insight into the potential success of digital customization and how banks can benefit from digital co-creation
The results showed that attitudinal factors play a significant role in the adoption of Internet banking

Summary

Introduction

In recent years the adoption of advanced technologies that include mobile banking services has grown exponentially among consumers and service providers in the financial sector [1], [2], [3]. ‘concentrated’ with four major players, the banking sector remains competitive as each bank continues to broaden its products and services to attract new customers and satisfy its existing client base [5]. Forces of change in the context of technology, customer behavior and regulation [6]. Changes in technology and customer behavior have led to the global emergence of digital banking. Since consumer behavior is changing - consumers want the ability to manage their money anytime and anywhere through personalized digital offers [9] central to the successful implementation of digital banking offerings is the consumer

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