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Exploring Attitudes in Internet Banking Adoption Among Chinese Americans: A Research Design Incorporating Language and C

This paper delves into the research design for assessing attitudes in technology acceptance, focusing on Chinese Americans and Internet banking adoption. It explores demographic factors, attitudinal factors, and cultural influences in methodology and instrument design. Through data collection and analysis, the study uncovers significant factors impacting Internet banking adoption among Chinese Americans.

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Exploring Attitudes in Internet Banking Adoption Among Chinese Americans: A Research Design Incorporating Language and C

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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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