DIFERENÇAS DE PERCEPÇÃO DE ADOTANTES E NÃO-ADOTANTES QUANTO AO USO DE SERVIÇOS DE MOBILE BANKING E SUA RELAÇÃO COM AS CARACTERÍSTICAS INDIVIDUAIS DE INOVATIVIDADE DIFFERENCES IN PERCEPTION OF NON-ADOPTERS AND ADOPTERS FOR THE USE OF SERVICES FOR MOBILE BANKING AND ITS RELATIONSHIPWITH THE CHARACTERISTICS OF INDIVIDUAL INNOVATIVENESS

This study investigates the perceptions of consumers regarding the adoption of new technologies based on mobile banking - Mobile Banking. Based on the classical theory of Diffusion of Innovations (TDI) proposed by Rogers (1995), was undertaken a quantitative investigation of the exploratory type with 96 adopters or potential adopters of mobile banking chosen in a non-random. Statistical analysis occurred in three stages: descriptive analysis of variance and correlation. It was found that nonadopters have a more negative view of the attributes of innovation (relative advantage, observability, compatibility and complexity). It was confirmed that the typical characteristics of innovativeness influence the perception of Mobile Banking Services in most of the variables. The article concludes with theoretical and managerial implications from the results.