Abstract:
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 Modeling (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 relative 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 co-creational 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.
