Kyoung-Nan Kwon

Segmenting the non‐adopter category in the diffusion of internet banking

Purpose – For a new technology‐based product or service at an early stage of diffusion, it is likely that only a small subset of consumers have adopted it. When non‐adopters still comprise the majority of the target populations, describing all non‐adopters as a homogeneous population may be inaccurate and inappropriate. It is important to be able to identify differences, not only between adopters and non‐adopters, but also among non‐adopters, the latter providing a means of identifying the consumer segments likely to be profitable in the future. The first objective of this paper is to demonstrate the appropriateness of further segmenting the non‐adopter category based on motivations (intentions) to adopt internet‐banking by those who are “persistent non‐adopters” and those who are likely “prospective adopters”. The second objective of this paper is to further the understanding of the adoption process of internet banking by examining a range of diffusion factors that affect consumers’ adoption behavior.Des...

The effect of perceived product characteristics on private brand purchases

Purpose – The purpose of this paper is to investigate the effects of perceived product characteristics (i.e. involvement, product type, and switching cost) and consumer value consciousness on private brand purchase intent.Design/methodology/approach – A college student sample was surveyed to measure product characteristic perceptions for six product categories and to evaluate private brand purchase intent. Analysis of covariance was conducted for hypothesis testing.Findings – Support existed for the significant effects of all three product characteristics on the intent to purchase private brands. A moderating effect by value consciousness on the product type (search versus experience) emerged.Practical implications – It is critical that retailers identify appropriate product categories as they develop private brands. Private brand marketing strategies should be designed to reduce the level of product involvement and switching cost, and to increase consumer perception of search properties.Originality/value...

Concerns About Payment Security of Internet Purchases: A Perspective on Current On-Line Shoppers

Consumers’ concerns about payment security have been recognized as an obstacle to the growth of Internet shopping. The purpose of our study was to investigate the influence of payment security concerns on Internet purchases. We proposed that consumers’ concerns about payment security mediate the relationship between attitude toward Internet shopping and actual purchases. Using data from the Georgia Institute of Technology Graphics Visualization and Usability Center’s 10th WWW User Survey, we found empirical evidence supporting the mediating relationship. Attitude toward Internet shopping was found to be negatively related to security concerns, and security concerns were found to be negatively related to Internet purchases. Furthermore, it was found that providing alternative off-line payment methods reduces security concerns and therefore promotes on-line purchases. Limitations on generalizing the findings were discussed.

An exploratory study of sales promotions for multichannel holiday shopping

Purpose – The purpose of this paper is to explore how consumers respond to price promotions in stores and on internet channels during a holiday season. Since holiday shopping has long been considered promotion intensive and multichannel shopping is increasing, it is important to understand whether consumers respond differently to price promotions from these two different channels. The paper aims to examine whether the extent of price promotions that consumers perceive in online and offline channels and their sensitivity to such price promotions influences their holiday spending in each channel.Design/methodology/approach – A public telephone survey was conducted to collect data during the month of December 2006. Using random sampling in Florida, a total of 501 responses were collected.Findings – Overall, the findings support the effectiveness of price promotions during holiday periods. Such awareness of the extensive practice of price promotions at stores can encourage holiday spending offline; additional...