KAKO POTRAGA ZA INOVACIJAMA OBLIKUJE ODNOS IZMEĐU PERCIPIRANE KORISNOSTI I STAVOVA PREMA MOBILNOM BANKARSTVU

Abstract

In the banking sector, mobile banking is one in the most recent types of services introduced with an aim to retain customers. Trend of mobile banking development is strongly connected with the penetration of mobile devices in every-day life as well as with customers’ behavior which is based on the transfer of activities from various spheres of their lives in virtual world. This study investigates how consumers’ perceptions of mobile banking usefulness impacts the attitude towards mobile banking, conditioned by the level of novelty seeking expressed by that consumer. Based on services marketing and technology acceptance literature, we test these relationships on a sample of 581 mobile banking users. Results show that consumers’ novelty seeking negatively moderates the positive relationship between perceived usefulness of the mobile banking and the attitude towards the mobile banking. Implications of the findings are considered, and the future research directions identified.U bankarskom sektoru, mobilno bankarstvo je jedna od najnovijih vrsta usluga uvedenih s ciljem zadržavanja klijenata. Trend razvoja mobilnog bankarstva snažno je povezan s prodiranjem mobilnih uređaja u svakodnevnom životu, kao is ponašanjem korisnika koje se temelji na prijenosu aktivnosti iz različitih sfera njihovih života u virtualni svijetu. U radu se istražuje kako percepcija potrošača o korisnosti mobilnog bankarstva utječe na stav prema mobilnom bankarstvu, uvjetovan razinom traženja novosti (inovacija) koju je taj potrošač izrazio. Sukladno marketingu usluga i literaturi o prihvaćanju tehnologije testirani su ti odnose na uzorku od 581 korisnika mobilnog bankarstva. Rezultati pokazuju da traženje inovacija negativno ublažava pozitivan odnos između percipirane korisnosti mobilnog bankarstva i odnosa prema mobilnom bankarstvu. U radu se razmatraju rezultati i sugeriraju se buduća istraživanja