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Comparisons between traditional forms of payment payment methods such as cash and credit card. The
and electronic systems with their inherent perceived vendor of the EPS service asserts that the service
risks by customers are detailed. provides potential benefits of more flexible, convenient,
fast and secure services to the consumers.
Electronic The objective of this study is to gain more insight into the
reasons why ATM cardholders accept or reject EFTPoS
and how they view the risk of EFTPoS when compared to
Payment
credit cards and cash. Earlier related empirical studies on
EFTS usage mainly focused on issues such as
demographic and psychographic profile of ATM users
(e.g. Ho et al., 1989; Wiley and Richard, 1974), and users’
ranked fourth in the world in terms of ATMs per 10,000 mid-1993, about 2,500 merchants were participating in
people and ranked 13th in terms of cards per 10,000 the EPS system, with over 4,800 terminals installed. Like
people in 1985 (Ho, 1991). With over 2,000 ATMs in Hong ATM services, the huge population, the compact society,
Kong serving about 3.5 million ATM cardholders the lack of red-tape interference in the use of tele-
(including 1.5 million credit cards), and with daily communications, and the close co-operation between all
transactions for each ATM amounting to 1,000 per day major banks contributed to making Hong Kong one of the
while the international average is just 7,000 per month, first to establish a nationwide cashless shopping system.
Hong Kong probably boasts the highest ATM usage rate Study groups from other countries have visited Hong
in the world (Ho, 1991). Kong to learn how EPS functions (Asian Finance, 1984).
Apparently the rapid adoption of credit cards and ATMs The notion of cashless shopping seems to hold several
provided some evidence that consumers in Hong Kong advantages for banks, retailers and shoppers alike. With
could accept other new electronic banking ideas easily. EFTPoS, transaction paperwork for banks is reduced to a
The introduction of another new but similar electronic minimum and banks will get less fraud and fewer
banking service seems to be a logical development; hence delinquent accounts because of bad cheques and credit
the launch of EFTPoS. An EFTPoS system allows a cards. Many EFTPoS vendors also expect a return on
customer to pay for goods and services at the merchant’s their investment and believe the convenient service would
location by transferring funds from the customer’s bank be accepted by customers without financial incentives.
account to the shop’s account immediately. Any ATM From a retailer’s point of view, EFTPoS would reduce
cardholder with a personal identification number (PIN) paperwork, guarantee payment, require less cash for
can effect an EFTPoS transaction without any pre- daily transactions and have no need for verification of
arrangements with the bank. For credit card holders, customer signatures. According to a survey by Marti and
credit card checking and over-credit limit referral can also Zeilinger (1982), the transaction time for EFTPoS (usually
be accepted by the same EFTPoS terminal. In principle, under 30 seconds) is faster than that for cheques and
in shops which accept credit cards and EFTPoS, credit cards. Detailed accounting and inventory data can
shoppers are offered the choice of purchase on cash, credit also be recorded instantly, thus allowing the merchant to
or online payment with no payment charge. maximize the efficiency of the salesforce, increase control
over inventories and monitor the characteristics of the
store’s clientele (Ho, 1992).
According to Ho (1985; 1991), some potential problems or the EFTPoS, while “Financial Risk” and “Cost of Using”
barriers to EFTPoS adoption include: consumers’ have an indirect relationship. Similar to earlier studies on
inherent resistance to change, loss of benefit of credit card ATM users, Ho et al.’s (1989) study on demographic
float, unavailability of service when needed, fears of characteristics of the EPS users in Hong Kong also
invasion of personal privacy, potential plastic card fraud showed that EPS adopters tend to be younger, better
and errors, lack of provision of leverage against a educated and with higher income.
merchant or vendor in case of a dispute, and lack of
adequate consumer awareness, education and
participation. It may be for some of these reasons that
many customers have a high perceived risk of the service
and therefore seem rather reluctant to use EFTPoS. It takes time for
innovations to
Review of Literature on EFTS Adoption diffuse
To gain more insight into why the target customers
accept or reject EFTPoS as an alternative payment
method, it is useful to review some earlier studies on The widely used concept to explain the consumer
customers’ acceptance of different payment methods. adoption of new banking technology is the “diffusion of
Fitzgerald (1988) conducted a survey on behalf of the innovations” framework. Rogers’ (1983) work on diffusion
Payment Systems Education Association in the USA. of innovations showed that it takes time for innovations
The survey notes that consumers still favour cash and to diffuse within a population of consumers. Before a
cheques for nearly all kinds of purchases. The findings large number of people begin to use a product or service,
indicate that 70 per cent of the 1,007 respondents a relatively small group of people, known as innovators
regularly used cash to pay for purchases up to US$50. For or early adopters, will try it and be satisfied with it. These
purchases over US$50, 42 per cent preferred to use people will influence others to use the same product or
personal cheques, 35 per cent chose cash and 21 per cent service. The demographic user profile of ATM and
chose credit cards, and less than 1 per cent of the EFTPoS adopters has been found to match with the
respondents preferred to use debit cards for purchases. concept of “diffusion of innovations” in the earlier studies
of ATM and EFTPoS users (see e.g. Barow, 1982; Ho et al.,
Earlier empirical studies with a focus on EFTPoS usage 1989; Mears and McCarty, 1978; Murphy, 1983). Yet very
are rare due to the newness of the system. Earlier studies few studies have reported on how customer motivations,
on EFTS (mainly ATM) and credit card usage were fears and behaviours are associated with the use of
basically centred on issues such as demographic and different payment methods, particularly EFTPoS. The
psychographic profiles of ATM users and non-users current study will make use of a concept in consumer
(Barow, 1982; Murphy, 1983; Wiley and Richard, 1974); behaviour and perceived risk – to study the differences of
attitudes towards credit cards and bank cards (Etzel, consumers’ risk perception among alternative payment
1974; Mears and McCarty, 1978; Porter et al., 1979; Yiu methods.
and Kwoen, 1987); users’ prior experience of using other
non-bank cards and its relationship with EFTS adoption
(Awh and Waters, 1974; Mandel, 1972; Swinyard and A Theoretical Model of Consumers’ Risk
Ghee, 1987); and the impact of information exposure on
the probability of EFTS adoption (Horne and Martin,
Perception
1981; Vinson and McVandon, 1978). Bauer (1964) first introduced the perceived risk concept to
consumer behaviour research in order to explain such
The research by Horne and Martin (1981) and Ho et al. phenomena as information seeking, brand loyalty,
(1989) were among the few studies on consumers’ opinion leaders, reference groups and pre-purchase
adoption of EFTPoS. Horne and Martin’s study also deliberations. He asserted that consumer behaviour
examined the demographic characteristics, perceived involves risk in the sense that any action of a consumer
attributes and certain related behavioural dimensions. may lead to unpleasant consequences. Since then, a
The results showed that demographic variables could not number of consumer behaviour researches were
differentiate potential users from non-users. However, conducted on perceived risk (see e.g. Cox, 1967;
certain previous behaviour, especially the use of an ATM, Gemunden, 1985; Peter and Ryan, 1976).
did promote the adoption of EFTPoS. Also, consumers’
perceptions of the service’s attributes were related to There are two basic approaches used to define or measure
probability of use. From a list of 11 recognized attributes, the concept of perceived risk. The uncertainty-
“Enjoyment of Using”, “Easing of Personal Routine”, and consequences approach measures perceived risk as a
“Time Savings” all varied directly with willingness to use function of the uncertainty of the purchase outcomes (in
CUSTOMERS’ RISK PERCEPTIONS OF ELECTRONIC PAYMENT SYSTEMS 29
to stop payment after discovering the mistake. The negative statements were used to ensure reliability of
However, it does not include the loss of credit float the data collected and their results will be re-coded and
when using cash or EFTPoS. added to those of positive statements to find the average
(5) Time-loss risk. The risk that a specific payment score. For each of the 60 (five risk dimensions × two items
method will take up more time to complete a × three payment methods × two purchase amounts)
transaction than paying by other means. It does items, all respondents were asked to rate on a six-point
not include the time spent after use of EFTPoS (e.g. bipolar scale whether they would agree or disagree with
checking extra payment items in account state- the statement made. The third part is designed to obtain
ments) as these are rather minimal and controllable. demographic data from the respondents such as age, sex,
marital status, education, annual personal income,
Based on the risk dimensions discussed above, the position and type of business involved.
following research questions will be investigated in the
current study:
(1) Does the relative importance ranking of the five
risk dimensions differ among the three alternative
payment methods?
(2) For each risk dimension, does the level of EFTPoS users tend to be
perceived risk differ among the three alternative
payment methods? younger and better
(3) For each risk dimension of alternative payment educated
methods, do large purchases have a higher level of
perceived risk than small purchases?
(4) For each risk dimension, do EFTPoS users have a The two products chosen in this research are clothing and
lower level of perceived risk about EFTPoS 20-inch television sets which act as examples of small
payment than non-users? purchase and large purchase respectively. The criterion in
Altogether, this study will involve a combination of five choosing these two products is mainly based on the dollar
dimensions of perceived risk: three alternative payment value of the two products and their common availability
methods (cash, credit card and EFTPoS) and two in department stores. The average value of clothing (not
purchasing amounts (small and large). fashion) in a department store is about HK$300-$500
(about US$38-$64). The value of HK$300 amounts to
about 5 per cent of the average monthly income of Hong
Research Method and Design Kong young people (around HK$6,000), who are the target
Design of Questionnaire for this research. On the other hand, the average sum of a
The research instrument, with both English and Chinese 20-inch television set is about HK$3,000 (about US$385)
versions, consists of a self-administered closed-end which will be about 50 per cent of the monthly income of
structured questionnaire which is divided into three parts young people in Hong Kong.
(see Appendix). The first part is used to collect general
information about the usage of ATM card and EPS Sample Chosen and Pre-testing of Questionnaire
services. The second part is concerned with the As Ho et al. (1989) found that EFTPoS users tend to be
respondents’ perceived risk associated with the use of younger and better educated, the target group of this
cash, credit card and EPS under two different purchase study was therefore focused on consumers who were
situations. This part is further divided into two sub-parts: between the ages of 20 and 30. As it was not possible to
the first sub-part deals only with the small purchase obtain a list of all cardholders in Hong Kong, a
situation and the second sub-part deals with the large convenience sampling method was therefore employed
purchase situation. Each sub-part is further divided in and respondents were selected in department stores and
three sections, with each section containing the same set fast-food restaurants located in high traffic areas. In order
of ten risk perception question items for each type of to avoid bias in timing, interviews were conducted at
payment method, i.e. cash, credit card and EFTPoS. different times of the day and on Monday, Wednesday and
Friday.
The ten items, which were developed from previous
studies, cover the five dimensions of perceived risk, Two separate pre-tests of the questionnaire were
namely, physical risk (items 1 and 6), performance risk conducted during the initial phase of the survey. Each
(items 2 and 7), financial risk (items 3 and 8), pre-test consisted of six respondents who were chosen
psychological risk (items 4 and 9) and time loss risk randomly from the MBA student population in the
(items 5 and 10). For each risk dimension, one of the two Chinese University of Hong Kong. The first pre-test was
items will be a positive statement and the other a negative used to collect comments and suggestions on the contents
statement. of the questionnaire. Any missing items identified by the
CUSTOMERS’ RISK PERCEPTIONS OF ELECTRONIC PAYMENT SYSTEMS 31
respondents were then incorporated into the second pre- Table I. Demographic Profiles of Respondents
test. The second pre-test was used to test the respondents’ (Sample Size = 177)
understanding of the questions. Any misleading and
unclear questions were revised and re-tested on the next
respondent. The coefficient alpha of all risk dimensions in Characteristics %
the pre-tested questionnaire were better than 0.6, which
indicates that they all met reasonable standards of Sex
internal consistency and reliability (Nunnally, 1970). Male 50.3
Female 49.7
Two preliminary questions were asked verbally in order
to qualify the respondents. The two questions were “Do Status
you carry any ATM card or credit card?” and “Are you EPS users 28.8
under the age of 30?” If the answers to the two questions EPS non-users 71.2
were “yes” then the respondents would be asked to fill in
the self-administered questionnaire. Before the Marital status
respondents started to fill in the pre-tested questionnaire, Married 15.8
the definitions of EPS and ATM given at the front page of Single 84.2
the questionnaire were repeated to make sure the
respondents understood the meanings. Yearly income
Less than HK$50,000 1.7
Response Rate and Respondents’ Profile HK$50,001-HK$100,000 70.1
A total of 200 questionnaires were distributed and 184 of HK$100,001-HK$150,00 23.7
them were returned showing a response rate of 92 per HK$150,001-HK$200,00 4.5
cent. Such a high response rate was mainly due to the fact
that the questionnaires were collected right after the Education
respondents completed the forms. From the returned Secondary school 37.9
questionnaires, seven of them were incomplete and were Matriculation 44.1
discarded, producing a total of 177 usable questionnaires
Polytechnic/technical institute 13.6
(89 per cent of the total questionnaires distributed). The
University 4.5
demographic profile of the respondents, such as sex,
personal income, marital status, education level and
Job
position held are shown in Table I.
Clerk, white collar 48.6
Worker, blue collar 20.9
Research Findings Professional (e.g. accountant, solicitor, etc.) 6.8
Relative Importance Ranking of Five Risk Dimensions Technical (e.g. engineer, programmer, etc.) 9.6
Since the relative ranking of the five risk dimensions of Middle/senior management 14.1
small purchases is similar to large purchases, the average
score of large and small purchase was used to compare
the relative importance of risk dimensions among the Figure 1. Comparison of Perceived Risk for Alternative
three payment methods. The average scores for small and Payment Methods
large purchase for the five dimensions of perceived risk
Low High
for the three alternative payment methods are shown in
Physical
Figure 1. risk 1 2 3 4 5 6
Performance
To confirm that consumers have significant differences in risk 1 2 3 4 5 6
perceived risk among the five risk dimensions for each Financial
payment method, matched-pairs t-tests were conducted risk 1 2 3 4 5 6
educating and mediating and arbitrating in cases of EFTPoS Users versus Non-users
disputes. The current EFTPoS users are believed to be largely the
early adopters of this innovative payment method, and
Overall, there is little difference between small purchases the trial use of the EFTPoS service should lower the level
and large purchases in terms of the relative risk among of perceived risk in the mind of the users. To test this
the three payment methods. The findings support the hypothesis, the respondents were divided into two
general hypothesis that, for most risk dimensions, the groups, the user group and non-user group, and their
level of perceived risk is significantly different among the comparative risk perception of EFTPoS payments were
three alternative payment methods. Also, it further tested. It was hypothesized that, for each risk dimension,
confirms that credit card payment and EFTPoS payment EFTPoS users have a lower level of perceived risk about
have similar risk profiles, while EFTPoS is seen by the EFTPoS payment than non-users. Respondents’ answers
respondents to be very different from cash payment in to the question “On average, how many times do you use
EPS services in a month?” was used to divide the
terms of the risk profile.
respondents into two groups, i.e. user group and non-user
group. The answer “0” was treated as EFTPoS non-users
Impact of Size of Purchase and the answer not equal to “0” was treated as EFTPoS
The comparison of physical risk between small and large users. As a result, there were 51 users and 116 non-users
purchase by the use of three alternative payment of EFTPOS in the sample. Grouped t-tests on the mean
methods is given in Table III. difference of perceived risk dimensions between these two
groups were conducted.
In general, for cash payments, physical risk, financial risk
and time loss risk are significantly higher when the
transaction amount is larger. For credit card payments,
performance risk is higher for the small purchase.
Similarly, for EFTPoS payments, performance risk in
small purchases is higher than that in large purchases, More marketing research
while psychological risk for small purchases is however
lower than that for large purchases. Similar variations and consumer participation
due to difference in purchase amount for performance
risk for EFTPoS and credit card further confirms the idea is required
that consumers view these two methods of payment as a
close substitute for one another. The comparison of risk perception between users and
non-users under both large and small transactions is
One can conclude that the amount of purchase has a more given in Table IV. Under the small purchase situations,
significant effect on the perceived risk of cash payment there is no significant difference between users’ and non-
than other payment methods. The impact on the users’ perceived risk of EFTPoS services. The only
perceived risk of credit card and EFTPoS payment are exception is non-users’ perceived psychological risk
small except in the dimension of performance risk. Small which is higher than that of EFTPoS users. Overall, non-
purchase by credit card and EFTPoS payment have users think that using EFTPoS services may affect their
higher performance risk because such methods of own image and status and so prefer to use other methods
payment are less acceptable to retailers. of payment.
Table III. Difference of Perceived Risk between Small and Large Purchase
Physical 4.13 4.55 –5.00 0.000* 3.18 3.20 –0.19 0.852 3.19 3.13 1.13 0.260
Performance 1.92 2.05 –1.62 0.106 4.09 3.84 4.15 0.000* 4.13 4.01 2.07 0.040*
Psychological 3.24 3.14 1.4 0.164 2.81 2.84 –0.52 0.606 3.46 3.33 2.66 0.009*
Financial 4.20 4.41 –2.25 0.026* 3.54 3.58 –0.64 0.524 4.20 4.09 1.31 0.192
Time loss 3.28 3.44 –2.06 0.041* 3.94 3.96 –0.49 0.626 3.61 3.68 –0.94 0.349
* The difference was significant at the 0.05 level
Note: The figures in the first two columns under each purchase situation are the mean scores of the responses to the particular
risk dimension (1 = strongly agree, 6 = strongly disagree)
34 INTERNATIONAL JOURNAL OF BANK MARKETING 12,8
Table IV. Difference of EFTPoS Risk Perception between Users and Non-users
In large purchase situations, the risk perception of users some risk reduction techniques, e.g. endorsements by key
of financial risk and time loss risk are higher than that of people in society (reducing psychological risk), money-
non-users. However, psychological risk of non-users back guarantee (reducing financial risk) and live
remains higher than that of users, so there is no change in demonstration and free trial (reducing time loss risk). To
the perception of psychological risk for non-users for any make EFTPoS more attractive to customers, the EFTPoS
amount of transactions. There is no significant difference vendor may consider, at least for a trial period, to allow
between users and non-users in perceived physical and debit cards with standby credit facilities, i.e. transactions
performance risk of EFTPoS services. would be debited from the customers’ bank accounts after
several days instead of immediately. The most important
Overall, there are differences in financial risk, time loss strategy is that the EFTPoS has to create its own identity
risk and psychological risk between the users and non- as a low-risk, high-performance payment method.
users group. The users group has a significantly higher
level of financial and time risk than the non-users group, Many information technology products and EFTS
while the non-users group perceives that EFTPoS has a services have failed planners’ or suppliers’ predictions in
higher level of psychological risk. However, the the past. Unfortunately, reasons for these failures have
differences in physical risk and performance risk between seldom been documented in subsequent learning cycles.
the two groups are not significant. The experience of Research indicates that planners or suppliers have
using EFTPoS does affect the risk perception of the users ignored or underestimated potential users’ real-life needs
about EFTPoS to some extent, but instead of lowering the and concerns, i.e. the gap between theory and practice.
risk, the usage experience will increase their perceived One method to further bridge this gap between theory
time and financial risk. and practice is to use an integrative multidisciplinary
approach to plan EFTS. As visions are widened,
communications between planners, user organizations
and the Government will be enhanced. Exploring
Concluding Discussions EFTPoS within a single discipline, for example as a
The success of new electronic banking services is not paperless fund transfer method (economic), a computer
only the problem of technology feasibility, but also the networking system (technological), and a supplier-
problem of marketing and promotion efforts. This study customer communication channel (marketing), could
borrows the perceived risk model from consumer eventually result in incompatibilities and conflicts.
behaviour and uses it as an evaluation method for new Technological excellence cannot dictate success; a good
electronic banking services. It can provide useful insights marketing mix, prompt service support, sufficient legal
for the marketers of innovative electronic banking protection and educational efforts, etc. are also relevant.
services by taking into account potential customers’ risk
perception of the technology. This also signifies that more As indicated by Stone and Gronhaug (1993), risk
marketing research and consumer participation in perceptions in purchases vary between people and
designing and introducing new banking services is banking products. Further empirical studies of perceived
required in order to gain more user acceptance. To risk should include both different types of subject
capitalize fully on the positive effects of EFTPoS (e.g. low samples and products. Furthermore, this study focuses
physical risk), the bank marketers should launch some only on the present risk perception of consumers but has
promotional campaigns to alert consumers to the benefits not touched upon the identification and evaluation of
offered by EFTPoS. To reduce customers’ fears and various risk reduction methods. These issues may form
worries, it is also appropriate to consider introducing another meaningful research study in the future.
CUSTOMERS’ RISK PERCEPTIONS OF ELECTRONIC PAYMENT SYSTEMS 35
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Assael, H. (1987), Consumer Behaviour and Marketing Action,
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36 INTERNATIONAL JOURNAL OF BANK MARKETING 12,8
Strategy for Bank Credit Cards”, Advances in Consumer 5. Suppose, if you do not carry any ETC/ATM card, how
Research, Vol. 2, pp. 535-44. much cash you will carry for daily use?
Yiu, H.C. and Kwoen, C.F. (1987), “Motives and Barriers to (1) below $100
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(6) $1,001-$1,500
(7) above $1,500
6. What is your average amount of cash withdrawn
Appendix from ETC/ATM machine?
Questionnaire 7. What is your average amount of cash withdrawn
We are a team of researchers from The Chinese University of from bank tellers by going to the bank offices?
Hong Kong now undertaking a survey on how Hong Kong 8. On average, how many times do you use
people are using electronic banking services. I would like to ETC/ATM services in a month?
have your co-operation in answering the following questions.
9. On average, how many times do you use EPS
The information collected will only be used for research
services in a month?
purposes. All collected information will be treated with strict
confidentiality. Please circle the answer that you think best 10. On average, how many times do you go to
describes your perceptions and attitudes. bank offices in a month?
17. Some shops may not accept 39. Using EPS has a lower
cash (6) (5) (4) (3) (2) (1) status symbol (6) (5) (4) (3) (2) (1)
18. It is easy to stop payment (6) (5) (4) (3) (2) (1) 40. You have more time to do
19. Using cash has a lower shopping (6) (5) (4) (3) (2) (1)
status symbol (6) (5) (4) (3) (2) (1)
20. You have more time to do When answering questions in the next three sections, please
shopping (6) (5) (4) (3) (2) (1) imagine that you are buying a television set (priced around
$3,000) in a department store.
Section B: When you use a credit card to purchase the
clothing (≈ $300), to what extent do you agree with Section A: When you use cash to purchase the TV set
each of the following statements about using a (≈ $3,000), to what extend do you agree with each
credit card? of the following statements about using cash?
Strongly Strongly Strongly Strongly
agree disagree agree disagree
21. A credit card is not likely to 41. Cash is not likely to be
be lost/stolen (6) (5) (4) (3) (2) (1) lost/stolen (6) (5) (4) (3) (2) (1)
22. A credit card is welcomed 42. Cash payment is welcomed
everywhere (6) (5) (4) (3) (2) (1) everywhere (6) (5) (4) (3) (2) (1)
43. It is difficult to get a refund (6) (5) (4) (3) (2) (1)
23. It is difficult to get a refund (6) (5) (4) (3) (2) (1)
44. It is a symbol of success (6) (5) (4) (3) (2) (1)
24. It is a symbol of success (6) (5) (4) (3) (2) (1)
45. You will have more time to
25. You will have more time to
pay your bill (6) (5) (4) (3) (2) (1)
pay your bill (6) (5) (4) (3) (2) (1)
46. You may be robbed if you
26. You may be robbed if you
carry much cash (6) (5) (4) (3) (2) (1)
carry many credit cards (6) (5) (4) (3) (2) (1)
47. Some shops may not accept
27. Some shops may not accept
cash (6) (5) (4) (3) (2) (1)
a credit card (6) (5) (4) (3) (2) (1)
48. It is easy to stop payment (6) (5) (4) (3) (2) (1)
28. It is easy to stop payment (6) (5) (4) (3) (2) (1)
49. Using cash has a lower
29. Using a credit card has a status symbol (6) (5) (4) (3) (2) (1)
lower status symbol (6) (5) (4) (3) (2) (1)
50. You have more time to do
30. You have more time to do shopping (6) (5) (4) (3) (2) (1)
shopping (6) (5) (4) (3) (2) (1)
Section B: When you use a credit card to purchase the TV set
(≈ $3,000), to what extent do you agree with each of
Section C: When you use EPS (electronic transfer with ETC/ the following statements about using a credit card?
ATM card) to purchase the clothing (≈ $300), to
what extent do you agree with each of the Strongly Strongly
following statements about using EPS services? agree disagree
Strongly Strongly 51. A credit card is not likely to
agree disagree be lost/stolen (6) (5) (4) (3) (2) (1)
31. ETC/ATM card is not likely 52. A credit card is welcomed
to be lost/stolen (6) (5) (4) (3) (2) (1) everywhere (6) (5) (4) (3) (2) (1)
32. EPS payment is welcomed 53. It is difficult to get a refund (6) (5) (4) (3) (2) (1)
everywhere (6) (5) (4) (3) (2) (1)
54. It is a symbol of success (6) (5) (4) (3) (2) (1)
33. It is difficult to get a refund (6) (5) (4) (3) (2) (1)
55. You will have more time to
34. It is a symbol of success (6) (5) (4) (3) (2) (1) pay your bill (6) (5) (4) (3) (2) (1)
35. You will have more time to 56. You may be robbed if you
pay your bill (6) (5) (4) (3) (2) (1) carry many credit cards (6) (5) (4) (3) (2) (1)
36. You may be robbed if you 57. Some shops may not accept
carry many ETC/ATM cards (6) (5) (4) (3) (2) (1) a credit card (6) (5) (4) (3) (2) (1)
37. Some shops may not accept 58. It is easy to stop payment (6) (5) (4) (3) (2) (1)
EPS (6) (5) (4) (3) (2) (1) 59. Using a credit card has a
38. It is easy to stop payment (6) (5) (4) (3) (2) (1) lower status symbol (6) (5) (4) (3) (2) (1)
38 INTERNATIONAL JOURNAL OF BANK MARKETING 12,8
Simon S.M. Ho is a Senior Lecturer in the School of Accountancy, The Chinese University of Hong Kong, Shatin, Hong
Kong and Victor T.F. Ng is a Manager with the Technology and Automation Group, Hong Kong.