Abstract
The study attempts to shed light on factors driving people to turn to sharia banks. The study focuses on consumer innovativeness with alternative capacity and value attractiveness as antecedents. The respondents are sharia banking consumers in Makassar. The sample size follows Malhotra 2007 formula. Respondents are reached through on-line interaction and offline contact on the spot of sharia banks. It applies the PLS tool for data analysis. It conceives that alternative seeking and innovativeness have significant effects on consumer innovativeness and desire to try the transactions with sharia banking, and consumer innovativeness has a significant effect on the desire to try the transactions with sharia banks. In this way, it explores the mediating role of consumer innovativeness in the relationship between alternative capacity and desire and that between value attractiveness and desire. Thus, the study has several novelties. It brings up new constructs such as alternative capacity, value attractiveness, and desire to try the transactions with sharia banking. The results would be that consumer innovativeness serves as a partial mediator in the relationship between alternative capacity and the desire, and a full mediator in that between value attractiveness and the desire.
Highlights
The study sheds light on the way people get attentive to sharia banking in terms of consumer innovativeness
The evidence that sharia banking could offer more benefits, and operate with different expertise to accommodate ethics and public welfare considerations that lead to competitive edge might engender the thought that can sharia banking serve complementary function and competitive role to conventional banking. If this is the case, the study conceives that alternative capacity has significant effects on consumer innovativeness and the desire to try the transactions with sharia banking
The study conceives that value attractiveness has a significant effect consumer innovativeness, but not on the drive to consumer desire to try the transactions with sharia banking
Summary
The study sheds light on the way people get attentive to sharia banking in terms of consumer innovativeness. The evidence that sharia banking could offer more benefits, and operate with different expertise to accommodate ethics and public welfare considerations that lead to competitive edge might engender the thought that can sharia banking serve complementary function and competitive role to conventional banking If this is the case, the study conceives that alternative capacity has significant effects on consumer innovativeness and the desire to try the transactions with sharia banking. The study conceives that value attractiveness has a significant effect consumer innovativeness, but not on the drive to consumer desire to try the transactions with sharia banking. Some new constructs covering alternative capacity, value attractiveness and desire to try the transactions with sharia banking would enrich management knowledge. It is among the few that apply self-expansion theory for sharia banking context
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