The Little Red Book: Risk and Trust in Chinese Internet Banking, a Gendered Perspective

Hanmer-Lloyd, Stuart, Ward, Philippa ORCID: 0000-0002-4971-8908, Koenig-Lewis, Nicole and Zhao, Anita Lifen (2011) The Little Red Book: Risk and Trust in Chinese Internet Banking, a Gendered Perspective. In: European Advances in Consumer Research. Association for Consumer Research, Duluth, MN, pp. 123-127. ISBN 0915552663

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Internet banking services (IBS) in China’s are a strategically important, though under researched, market. Our research seeks to explore the potential influence of gender within China’s IBS. This is done qualitatively by examining the notions of perceived risk and trust. Six focus groups were implemented. Generally, IBS adoption is seen as ‘risky’. However, gender differences are identified. In particular, a unique contribution to the literature–the concept of female secrecy and privacy through “a little red book”–is established. Finally, marketing implications and future research are discussed.

Item Type: Book Section
Article Type: Article
Additional Information: Full text article accessible from the official URL above.
Uncontrolled Keywords: Banking, China; consumer confidence, gender
Subjects: H Social Sciences > HG Finance
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 14 Aug 2015 12:20
Last Modified: 01 Aug 2023 11:54

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