The Relationship Between Attribute o f Innovation and The Selection o f Islamic Bank Services: The Moderating Role o f Custo mer Involvement

Abstract

This study explores the factors influencing the adoption of Islamic Banking Services in Jordan, considering Awareness, Perceived Risk, Compatibility, Bank reputation, and Complexity, while also examining the moderating effect of Customer involvement. Drawing from behavioral studies and adoption psychology literature, the research builds a conceptual framework based on the attributes of innovation theory. A quantitative approach was employed through a fieldwork survey with 419 Jordanian banking sector customers. SPSS and Smart PLS were used for data analysis. The findings reveal that Compatibility, Bank reputation, Complexity, and Customer involvement significantly impact Islamic Banking Services adoption, whereas Awareness and Perceived Risk show insignificant effects. Customer involvement partially moderates the relationships between Perceived Risk and Bank reputation with Islamic Banking Services adoption. However, it does not moderate the relationships involving Awareness, Compatibility, and Complexity. These results offer valuable insights for practitioners aiming to improve Islamic banking adoption in Jordan and contribute to the existing literature.