A STUDY ON CONSUMERS’ ADOPTION AND BEHAVIOURAL INTENTION TOWARDS INNOVATIVE BANKING PRODUCTS

Authors : Ferhat GÜNDEŞ, Merve KOÇOĞLU SAZKAYA

Pages : 101-130

View : 22 | Download : 11

Publication Date : 2018-06-30

Article Type : Research Paper

Abstract :There is a growing interest in the concept of innovation. It can be seen that especially in banking sector banks have risen their technological investments, and have made various innovations in order to facilitate, simplify and speed up their products, services and processes. Within this context, this study is aimed to analyze the factors affecting consumers’ adoption towards innovative banking products, and their relations with consumer behavioural intention to use innovative banking products. In this context, there were conducted a survey with 235 MBA students who study at Bahçeşehir University Graduate School of Social Sciences. It was determined that there are factors having effects on behavioural intention of consumers to use innovative banking products. According to variance analysis, result show that there is no statistically significant difference in the responses of participants’ adoption factors towards innovative banking product and their behavioural intention according to demographic variables.
Keywords : Innovation, Consumer Adoption towards Innovation, Behavioural Intention Banking Product