John Gordon Pallister

A proposed model of e-trust for electronic banking

With the phenomenal growth of B2C e-commerce, most industries including banking and financial services sector have been influenced, in one way or another. Several studies suggest that customers have not adopted B2C e-commerce in the same degree primarily because of risk concerns and trust-related issues. This paper extends an area of information systems research into a marketing of financial services context by looking into the element of trust and risk in e-banking. A conceptual model of trust in e-banking is proposed with two main antecedents that influence customer’s trust: perceived security and perceived privacy. The antecedent variables are moderated by the perceived trustworthiness attributes of the bank, which includes benevolence, integrity and competence. Trust is being defined as a function of the degree of risk involved in the e-banking transaction, and the outcome of trust is proposed to be reduced perceived risk, leading to positive intentions towards adoption of e-banking.

Technology acceptance: a meta‐analysis of the TAM: Part 1

Purpose – This paper is the first of two concerned with a meta-analysis of the technology acceptance model (TAM). This part aims to present a narrative literature review of 145 papers published on the TAM. Design/methodology/approach – The approach takes the form of a literature review of 145 papers on the TAM. Findings – The review identifies TAM as a basis for identifying gaps and providing guidelines for implementation of management and the conduct of future research. Originality/value – The paper presents a comprehensive literature review and a rigorous meta-analysis to progress towards a unified view of the TAM.

Beyond the Intention-Behaviour Mythology: An Integrated Model of Recycling

This paper presents a critique of the multi-attribute models of Fishbein and Ajzen and the social–psychological model of altruistic behaviour proposed by Schwartz. The purpose is to understand better the capacity of these theories of behavioural response to predict and explain observed consumer behaviour. The authors argue that the evaluation of such models cannot proceed in abstract contexts. The development, implementation and maintenance of a kerbside recycling programme by the Cotswold District Council in the UK provided an opportunity to examine the cognition–behaviour links proposed by these theories. Unlike mostother tests of these models, the authors’ research employs independent measures of behaviour as well as behavioural intention and other alleged cognitive precursors of behaviour. The results indicate that cognitive variables, notably intention, fail topredict actual behaviour and that a more elaborate integrated model of recycling is required in order to accomplish this. The research suggests that, at least in the context in which the investigation was undertaken, the intention–behaviour hypothesis, which lies at the heart of so much psychological and marketing theorizing, must be abandoned.

Multi-dimensional role of trust in Internet banking adoption

Trust has been identified as the key to e-commerce because it is crucial wherever uncertainty and interdependence exist. The strong association between a high level of trust and the banking sector has not yet been fully translated in the electronic world. The aim of this article is to develop and validate a multi-dimensional model of trust for Internet banking. The data are collected through 441 Internet banking users of Halifax Bank of Scotland. Findings suggest that trust and perceived risk are direct antecedents of intention, and trust is a multi-dimensional construct with three antecedents: perceived trustworthiness, perceived security, and perceived privacy.

Measuring purchase decision involvement for financial services: comparison of the Zaichkowsky and Mittal scales

A random sample of 308 UK consumers was used to compare two scales for the measurement of consumer involvement ‐ Zaichkowsky’s revised Personal Involvement Inventory and Mittal’s Purchase‐decision Involvement Scale ‐ in terms of internal reliability, dimensionality, convergent validity, discriminant validity, and criterion validity. In general, both inventories perform well but the results raise interesting questions about the emotional versus rational structure of consumer involvement with financial services. The practical implications of the results for consumer research and the marketing of financial services are discussed.

Psychometric properties of the Hurt–Joseph–Cook scales for the measurement of innovativeness

Abstract The paper reports a psychometric appraisal of the scales for the measurement of innovativeness devised by Hurt, Joseph and Cook in 1977. A random sample of 308 British consumers was used to assess the scales in terms of internal reliability, dimensionality, and discriminant validity. While the investigation revealed acceptable levels of reliability and discriminant validity, shortened versions of the inventory proposed by Hurt and colleagues and by the present authors produced improved reliability coefficients. The expectations of Hurt and colleagues for a unidimensional scale is not supported.

A new research medium, new research populations and seven deadly sins for Internet researchers

The increasing use of Internet‐based qualitative and quantitative research is based on both “pull” and “push” factors. “Pull” factors include research clients’ demand for faster turnaround and low cost, while marketing research agencies’ naturally competitive endeavours represent the “push”. Attempts “to clear the e‐mist” regarding research on the Internet and examines the main types of Internet based research (qualitative and quantitative) as well as seven “sins” for Internet researchers – based on interviews with leading providers of Internet market research and IT specialists. Concludes that there is a need for both practitioners and academics to ensure their houses are kept in order and to respect the rights of respondents and clients and, just as importantly, be seen to be doing this and so keep possible interference by governments at bay.

Market Segmentation From a Behavioral Perspective

A segmentation approach is presented using both traditional demographic segmentation bases (age, social class/occupation, and working status) and a segmentation by benefits sought. The benefits sought in this case are utilitarian and informational reinforcement, variables developed from the Behavioral Perspective Model (BPM). Using data from 1,847 consumers and from a total of 76,682 individual purchases, brand choice and price and reinforcement responsiveness were assessed for each segment across the UK cookie (biscuits) market. Building on previous work, the results suggest that the segmentation of brand choice using benefits sought is useful. This is especially the case alongside demographic variables. This article provides a theoretical and practical segmentation approach to both the behavioral psychology literature and the wider marketing segmentation literature.

Unselfish? Understanding the Role of Altruism, Empathy, and Beliefs in Volunteering Commitment

This study explores the extent to which young volunteers perform voluntary service for selfless reasons by investigating the role of altruism, empathy, and beliefs in their commitment to voluntary projects that last for an extended period of time. A sample of young volunteers who have begun a voluntary long-term project completed a survey on the theoretical constructs under investigation. An objective measure of actual volunteering behavior was taken from the voluntary organization’s records from 4 to 6 months after the questionnaires had been completed. Results show that volunteers fulfilled their agreement to take part in the projects independently of the motivation underlying their behavior, whether egoistic or altruistic. Volunteers do not differ in terms of altruism, empathy, and attitudinal and normative beliefs when compared by levels of committed volunteering behavior, but they do differ in terms of two control beliefs: lack of time and the hindrances to volunteering work.

Navigating the Righteous Course: A Quality Issue

This paper argues that the quality of marketing research will be affected in the long term by how successfully the industry is able to implement industry codes of conduct, in particular the revised MRS Code of Conduct. Success will partly depend on understanding the ethical decision-making process of individual researchers to tailor educational programmes. Crucially it will also depend on the extent to which MRS members fulfil the obligation in Code A6 of the current guide ‘to ensure the people with whom they work are sufficiently familiar with this Code of Conduct’. The paper uses Hunt & Vitells general theory of marketing ethics (1986) as a framework for developing the quality issues and guiding the research, which consisted of a survey of MRS members. This research indentifies the most frequent ethical concerns held by MRS members. The findings also suggest that deontological (‘rules’) influences prevail over teleological considerations (‘consequences’) and that there is a need for a sufficient number of organisations to appoint someone to be responsible for disseminating the Code to non-members, handling queries and enforcing the Code. This will go some way to enhance the quality of marketing research.