The Little Red Book: Risk and Trust in Chinese Internet Banking, a Gendered Perspective
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.
Anita L. Zhao, Nicole Koenig-Lewis, Pillippa Ward, and Stuart Hanmer-Lloyd (2011) ,"The Little Red Book: Risk and Trust in Chinese Internet Banking, a Gendered Perspective", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 123-127.
Anita L. Zhao, Swansea Univrsity, UK
Nicole Koenig-Lewis, Swansea Univrsity, UK
Pillippa Ward, Univrsity of Gloucestershire, UK
Stuart Hanmer-Lloyd, Univrsity of Gloucestershire, UK
E - European Advances in Consumer Research Volume 9 | 2011
N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement
Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University
When do More Options Produce Worse Choice?
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA
Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production
Neeru Paharia, Georgetown University, USA