Abstract
Concerning the digitalism, globalization and competition; offering innovative products or services starts to become a critical issue for banks. Banks adapt its technological infrastructure for mobile banking applications to serve in more efficient and valuable way to their existing and potential customers. Unlike with the western countries, mobile technologies usage in developing countries have skipped lots of steps and become so popular. So for, one of the emerging market was chosen for the data collection and data were collected via internet survey with 451 participants. The effects of innovation characteristics (compatibility, ease of use, perceived usefulness, observability, perceived risk), consumer innovativeness and consumer perceived brand innovativeness on consumer innovation adoption were investigated in a holistic model. The results suggested that innovation characteristics had the most impact on consumer innovation adoption. Among these characteristics, compatibility and observability were most influential factors. Consumer innovativeness also affected adoption of innovations. However, contrary to the expectations, consumer perceived brand innovativeness’ effect on adoption was not supported. Future research directions and managerial implications were also given.
Highlights
In today’s globalized world that competition exceeds the country borders, innovativeness is accepted as one of the most crucial assets for firms’ market success instead of its monetary assets (Kaplan, 2009)
The results suggested that innovation characteristics had the most impact on consumer innovation adoption
Innovation characteristics of mobile banking and brand-related consumer perceptions and consumers’ characteristics of being innovative were evaluated in this model
Summary
In today’s globalized world that competition exceeds the country borders, innovativeness is accepted as one of the most crucial assets for firms’ market success instead of its monetary assets (Kaplan, 2009). Changing consumer wants and needs, the advancement of new technologies and hyper competition are compelling firms to be innovative in order to survive in the marketplace (Kaplan, 2009). Firms are required to develop new products/services in support of “innovativeness” to become competitive in this rapidly changing marketplace (Brexendorf et al, 2015). Unless consumer develops a positive or negative attitude toward innovation, he/she does not adopt or reject it (Rogers, 2003). According to Wang et al (2008), an insight into the most significant innovation adoption factors enables firms to determine their target markets, position their new products more precisely, and improve the effectiveness of their communication strategies
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
