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Lloyd G. Gibson, D.Sc. Director, MBA Program Assistant Professor of Business Seton Hill University

Research Design for Assessing Attitudes in Technology Acceptance: Chinese Americans and Internet Banking. Lloyd G. Gibson, D.Sc. Director, MBA Program Assistant Professor of Business Seton Hill University Greensburg, Pennsylvania. Presentation Agenda. Background Internet Banking

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Lloyd G. Gibson, D.Sc. Director, MBA Program Assistant Professor of Business Seton Hill University

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  1. Research Design for Assessing Attitudes in Technology Acceptance: Chinese Americans and Internet Banking Lloyd G. Gibson, D.Sc. Director, MBA Program Assistant Professor of Business Seton Hill University Greensburg, Pennsylvania

  2. Presentation Agenda • Background • Internet Banking • Demographics • Purpose of Overall Study • Focus of This Paper • Methodology and Instrument Design • Language and Pre-Testing • Data Collection • Cultural Issues • Results and Discussion • Conclusions

  3. Background • Chinese American Banking in Chicago • Demographic Issues • 63 million Internet banking users (Fox & Beier, 2006) • AAPI is fastest growing minority • 66,051 Chinese Americans (2000 U.S. Census) • 73% foreign born and 82% speak language other than English at home • Internet Banking Studies • U.S. – Hogarth et al., 2006; Kolodinsky et al., 2004; Lassar et al., 2005 • China – Chan & Lu, 2004; Laforet & Li, 2005; Wan et al., 2005; Wang et al., 2003

  4. Background • Theoretical Models • Technology Acceptance Model (Davis, 1989) • Perceived Usefulness • Perceived Ease of Use • Diffusion of Innovations Theory (Rogers, 1962) • Rate of adoption of an innovation impacted by relative advantage, compatibility, trialability, observability, and complexity

  5. Purpose of the Overall Study • Demographic Factors • Attitudinal Factors • Internet Banking Adoption

  6. Focus of this Paper • Research Design and Data Collection • Language • Cultural Factors

  7. Methodology and Instrument Design • Quantitative • Exploratory • Self-administered Survey • Questionnaire

  8. Language and Pre-Testing • Language – Traditional vs. Simplified • Community Input • Translation • Pre-Testing

  9. Data Collection • Cultural Differences (Hofstede & Hofstede, 2005) • Power Distance • Individualism vs. Collectivism • Long-term vs. Short-term orientation • Businesses and Community Groups

  10. Results and Discussion • 59% chose Chinese version • Age, security, observability, and machine use demonstrated significance with those who chose the English version • Gender was a significant factor • Females were more likely to intend to use Internet banking

  11. Conclusions • Survey language was important • Cultural differences helped with data collection • Language and culture may also impact IS education • Further study should be done with other immigrant groups

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