The influence of motives on consumer attitudes toward participating in co-creation activities: a study on digital banking in South Africa
Date
2016
Authors
Chavarika, Gugu Valerie
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Abstract
The financial services sector in South Africa is known for its innovative capability worldwide. Although ‘concentrated’ with few major players, the banking sector remains competitive as each bank continues to broaden its products and services to attract new customers and satisfy its existing client base. Therefore, it is of interest for banks to examine how to motivate consumers to take part in co-creation activities and develop favourable attitudes toward participating in those activities, and ultimately influence adoption intentions. Although significant research has been conducted on consumer motivation, attitudes, perceived characteristics of innovation and innovation adoption, respectively, little is known about the relationships between these constructs in the South African digital banking sector. Thus, the study aims to fill a gap by determining how intrinsic factors influence consumer attitudes toward participating in co-creation activities. Additionally, the study presents the impact of these attitudes on the perceptions consumers have toward innovation and then on adoption intentions. For the purposes of this study, intrinsic motives represent the predictor variable, while adoption intention is the outcome variable. There are four mediators, namely: attitude toward the act, perceived relative advantage, perceived complexity and perceived compatibility. This study undertakes a quantitative research approach in which 339 surveys were distributed online and in person. The findings support all seven hypotheses. Thus, indicating that intrinsic motives have a positive influence on a consumer’s attitudes toward participating in co-creation activities. Additionally, favourable attitudes toward the act have a positive relationship with perceived relative advantage and perceived complexity and a negative relationship with perceived complexity. Lastly, the results indicate that relationships exist between perceived relative advantage, perceived complexity and perceived compatibility, respectively and adoption intention. The contributions of this paper are as follows: this study adds to contextual knowledge of consumer motivation on adoption intention. Additionally, the study contributes to current knowledge by using relevant literature and empirical evidence regarding co-creation, motivation, attitudes and innovation in the South African banking industry. Lastly, the study provides guidance to managers on how to better manage their co-creation activities and investments, particularly in the financial services industry, and how to effectively engage and collaborate with their consumers and turn these co-innovation interactions into tangible profits for the firm.
Description
A DISSERTATION
Submitted in full fulfilment of the requirements for the degree of
Master of Commerce
(Marketing)
at the
UNIVERSITY OF THE WITWATERSRAND
2016
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Citation
Chavarika, Gugu Valerie (2016) The influence of motives on consumer attitudes toward participating in co-creation activities: a study on digital banking in South Africa, University of the Witwatersrand, Johannesburg, <http://wiredspace.wits.ac.za/handle/10539/21985>