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

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

Co-creation

digital

banking

adoption

South Africa

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.

Venter de Villiers, Marike

Chuchu, Tinashe

Chavarika, Gugu Valerie

International Journal of Interactive Mobile Technologies (iJIM); Vol. 14 No. 11 (2020); pp. 137-152

1865-7923

International Association of Online Engineering (IAOE), Vienna, Austria

2020-07-10

Copyright (c) 2020 Gugu Valerie Chavarika, Marike Venter de Villiers, Tinashe Chuchu

application/pdf

eng

info:eu-repo/semantics/article

info:eu-repo/semantics/publishedVersion

Peer-reviewed Article