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

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