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Generating and Assessing Consumer¡¯s Innovation Adoption through Consumer Innovativeness, Innovation Characteristics and Perceived Brand Innovativeness

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  • Alev Kocak Alan
  • Ebru Tumer Kabadayi
  • Selen Bakis
  • Yesim Can
  • Melih Can Sekerin

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.

Suggested Citation

  • Alev Kocak Alan & Ebru Tumer Kabadayi & Selen Bakis & Yesim Can & Melih Can Sekerin, 2017. "Generating and Assessing Consumer¡¯s Innovation Adoption through Consumer Innovativeness, Innovation Characteristics and Perceived Brand Innovativeness," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(6), pages 68-81, December.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:6:p:68-81
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    References listed on IDEAS

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    1. Michalak Szymon & Bartkowiak Paweł, 2021. "Consumer Innovativeness and Personal Characteristics – A Study Among the Inhabitants of the Poznań Agglomeration," Folia Oeconomica Stetinensia, Sciendo, vol. 21(1), pages 31-47, June.

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    More about this item

    Keywords

    mobile banking; innovation adoption; consumer innovativeness; innovation characteristics; brand innovativeness; user satisfaction;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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