Harridge‐March, Sally and Lifen Zhao, Anita and Hanmer‐Lloyd, Stuart and Ward, Philippa and Goode, Mark M (2008) Perceived risk and Chinese consumers' internet banking services adoption. International Journal of Bank Marketing, 26 (7). pp. 505-525. ISSN 0265-2323Full text not available from this repository.
Purpose – The purpose of this paper is to identify risk factors that discourage Chinese consumers from adopting internet banking services (IBS). This market is experiencing fast growth; however, an in‐depth understanding of Chinese consumers within this is lacking. Perceived risk is a key construct in Western consumer decision making, whereas whether this is true in China's IBS market is rarely researched. An exploration of this dynamic market is therefore critical to develop theoretical and practical implications. Design/methodology/approach – To maximise the comparability with existing Western findings, the current research adopts a quantitative approach to measure Chinese consumers' risk perception. However, as the existing literature provides limited guidelines associated with the current context, exploratory research was conducted to establish a general understanding and to identify additional elements of this particular market. A detailed instrument was developed and examined Chinese consumers' risk perception in depth. Primary data were collected by self‐administered questionnaires containing 504 respondents from southern China. Exploratory factor analysis is employed to identify critical risk factors. Findings – Results indicate that the concept of perceived risk has merit in explaining Chinese consumers' decisions on whether to use IBS. Results clearly reveal that the significant risk barriers identified are influenced by culture and do not simply follow predominant Western patterns. Suggestions for banks are developed in an attempt to overcome these risk barriers. Originality/value – The current research adds value to the existing literature in that findings reinforce the need to (re)examine Western theories from a more critical perspective. This also leads to a discussion addressing further areas for open debate and research.
|Uncontrolled Keywords:||Risk management, Chinese people, Virtual banking|
|Subjects:||H Social Sciences > HF Commerce
H Social Sciences > HG Finance
|Divisions:||Faculty of Business, Computing and Applied Sciences > Business School > Marketing and Retail|
|Research Priority Areas:||Applied Business Research|
|Depositing User:||Anne Pengelly|
|Date Deposited:||29 Apr 2015 09:19|
|Last Modified:||28 Oct 2015 16:32|