Richard Glavee-Geo

How relevant are risk perceptions, effort, and performance expectancy in mobile banking adoption?

This article provides a comprehensive overview of the adoption process using evidence from m-bankingadoptioninPakistan.Asurveydesignwasusedand189responseswerereceivedfrom acrossPakistanandanalyzedusingSmartPLSapplication.Findingssuggestthatresearchonthe effectofriskintheadoptionprocessremainsinconclusive.Contrarily,consumershaveovercome manyfearsduetotheusefulness,indispensability,highsecurityfeatures,andeffortexpendedinthe useoffinancialservicesdeliveredthroughm-banking.Perceivedrisk’s(PR)directinfluencewas foundtobegenerallyweak.However,PRplaysamajorroleinthepre-adoptionprocessbecause it’sweakanddirect inhibitinginfluencebecomean“enhancer”intheassociationbetweeneffort expectancy(EE)andthethreekeyTAM/UTAUTconstructs[performanceexpectancy(PE),attitude (ATT),andadoptionintention(INT)].Mostimportantly,theroleofEEasastrongdriverofPE, ATT,INT,anditssignificantinteractionwithPRhighlightstheuniquerolethatbothriskandEE playintheadoptionprocess. KEywoRdS Attitude, Developing Country, Intention, Mobile Banking Adoption, Perceived Risk

Social Network Brand Visibility (SNBV): Conceptualization and Empirical Evidence

Social media has become a new way of life that allows for real-time interaction among businesses (B2B) and consumers (P2P/C2C) as well as between business firms and consumers (B2C). Customers are increasingly accessing and using social networking sites (SNS), making it imperative for businesses and organizations to have a presence on these platforms to enhance visibility. The main purpose of this chapter is to provoke an agenda on the study of social network brand visibility (SNBV). We developed and proposed a definition of SNBV and report findings from a preliminary study. We further discuss implications for theory, research, and practice as well as the limitations and options for future research.

Mobile banking services adoption in Pakistan: are there gender differences?

Purpose The purpose of this paper is to provide a comprehensive insight into the deciding factors affecting an individual’s intention to adopt mobile banking (m-banking) services in Pakistan. Design/methodology/approach A survey approach was used with a sample of 189 responses from across Pakistan. Multi-group analysis was performed in order to detect gender differences among men and women in the process of adopting m-banking. Findings The paper found support for the positive effect of perceived behavioral control (PBC) and attitudes (ATT) toward m-banking adoption intentions. Significant differences between men and women were found to affect subjective norms (SN) on adoption intention, even though the combined sample of men and women was insignificant. The effect of SN on m-banking adoption is stronger for women than for men. Interestingly, the paper provides contradictory findings on the role of PBC on adoption intention. The effect of PBC on m-banking adoption intention was found to be significantly stronger for men than for women. Practical implications The results present implications of consumer behavior and marketing communication for bank marketing. Although men and women do not differ in their ATT toward m-banking service adoption in general, the succinct nuance between men and women in terms of the influence of SN and PBC with adoption intention calls for a strategic reorientation of how men and women as consumers of m-banking services should be appropriately segmented, targeted and communicated. The formulation of marketing strategies to target potential consumers and to reinforce the usefulness of m-banking to existing consumers should not be “one size fits all.” The marketing of m-banking services to segments of men and women should be approached strategically in order to increase adoption rates in developing/emerging economies. Originality/value This is the first study on m-banking services adoption in Pakistan to examine the role of gender in the innovation adoption process. The differences between the two genders and the insightful results that we found in our study help shed light on the uniqueness of the context. This study is also one of the first to test a combined technology acceptance model and theory of planned behavior model in the context of m-banking adoption in a developing country using a variance-based modeling technique.

Seafood export as a relationship-oriented supply network: Evidence from Norwegian seafood exporters

Purpose The purpose of this paper is to examine the role of relationships and networking in the international flow of seafood products through export processes and practices using empirical case examples. Design/methodology/approach This paper provides an insight into seafood export through 10 case studies of seafood exporters from Norway and a freight forwarder working with most of these companies. Findings The international seafood business is characterised by coordination, interactions and exchange such that economic and social interactions among network members transcend national boundaries into international/global markets. Findings reveal how studied seafood exports are in line with the learning-based Uppsala internationalisation model, embedded in international buyer-seller relationship structures and networks, which is also a particularity of this food-producing industry. To secure long-term business in distant markets, small and medium-sized (SME) seafood exporters have shifted the focus from tra...

Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad

This chapter provides empirical evidence on the attitudes toward study abroad programs in Norway. Understanding key factors influencing students’ decisions on study abroad programs is of critical importance to higher education institutions and international marketers. This study combines the theory of reasoned action (TRA) and attitude toward object model (ATO). The data used in this study is based on a sample of 294 respondents in Norway. A conceptual model is developed to include 12 latent variables and 44 items (indicators) in a path diagram. The study employs partial least squares structural equation modeling (SEM) to empirically test key factors influencing attitudes and intentions on study abroad programs.

Safeguarding export and import transactions through relationships and networking

This paper provides insight into some notable factors in safeguarding business transactions. Firms in the Sunnmore region of Norway use a variety of governance forms to secure and safeguard international business transactions. These governance forms impact on the quality of international buyer-supplier relationships and export performance. Institutionally embedded governance forms should take into consideration: the export market condition; product characteristics; documentation requirements/payment methods; and type of customer and the destination of exported goods. The choice of governance form(s) depend on these underlying factors due to the uncertainty/complexity of international trade and the investment in specific assets. Multiple case examples elicit the commonality of themes despite differences in firms products, strategies and business models. Though findings of this study cannot be generalised due to the limited case examples and explorative nature of the study, it may be possible to transfer some of the general statements across industries and regions.

11 Short-term study abroad: motivations, expectations and experiences of students of Aalesund campus

The purpose of this study is to explore students’ motivations, expectations and experiences in embarking on short-term study abroad and to investigate factors that influence students’ attitude and intention to study abroad. Based on in-depth interviews with two groups of students, yet to go abroad and have been abroad, this paper discusses the motivations, expectations and experiences of students by comparing and contrasting these two groups. This analytical approach reveals very interesting insights into the study abroad decision-making process. The paper also presents a conceptual model, which was estimated by use of multiple regression analysis based on data source of 294 respondents. Understanding the factors which influence attitude and intention to study abroad can provide useful guidelines for higher education institutions to consider in the formulation 11 SHORT-TERM STUDY ABROAD: MOTIVATIONS, EXPECTATIONS AND EXPERIENCES OF STUDENTS OF AALESUND CAMPUS 175 of effective study abroad programs and on how best to promote and market study abroad experiences to Norwegian students.