HOW NOVELTY SEEKING SHAPES THE RELATION BETWEEN PERCEIVED USEFULNESS AND ATTITUDES TOWARDS THE MOBILE BANKING

Sa？etak 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