Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Chapter 5: Effect of Gender on Trust in Online Banking: A Cross-national Comparison
5. Eﬀect of gender on trust in online banking: a cross-national comparison Marke Kivijärvi, Tommi Laukkanen and Pedro Cruz INTRODUCTION The growing use of the Internet has given rise to a variety of electronic commerce applications in business. Electronic banking is seen as one of the most successful business-to-consumer applications in electronic commerce (Pousttchi and Schurig, 2004). The Internet banking services currently available range from mere checking of one’s account balance to a full range of banking services – from personalized ﬁnancial information menus to online brokerage (Centeno, 2004). At its best, Internet banking creates beneﬁts for both bank and customer, but ‘the cost of introducing the new technologies, risk management, fraud, security measures and acquiring new customers are the main obstacles to achieving proﬁtability in the short and even medium term’ (Centeno, 2004, p. 300). Hence, Internet banking has also suﬀered from the lack of consumer acceptance (Liao and Cheung, 2003; Littler and Melanthiou, 2006). Among the most signiﬁcant factors both in consumer attitudes and behavioural intention to use Internet banking is the concept of trust (Aladwani, 2001; Suh and Han, 2002). Trust is a prerequisite in the creation and maintenance of long-lasting and proﬁtable customer–ﬁrm relationships (Grönroos, 1999; Morgan and Hunt, 1994; Sirdeshmukh et al., 2001). Trust is even more important for e-commerce due to increased vulnerability, that is, higher risks in online transactions and a lack of consumer awareness of the actual risks (Gefen, 2000; Wang and Emurian, 2005)...
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