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A pilot investigation of e-banking trust perceptions amongst the Yoruba and Igbo of Nigeria

  • Tim French
    ,
  • Kayode Opatola
Research Output: Chapter in Book/Report/Conference proceeding Conference contribution Peer-review

Open access

Abstract

This paper reports a pilot study designed to probe B2C (Business to Consumer) consumer trust perceptions across sub-cultural boundaries. More specifically, two low fidelity B2C (Business to Consumer) web-sites have been designed to "probe" (i.e. reveal intangible trust requirements) as they specifically relate to membership of two sub-cultural groups within Nigeria in the context of E-banking. The results of the study reveal that the two groups (Yoruba and Igbo) differentially de-coded visual cues embedded within seven exemplar E-Banking sites. Further, this decoding reflected local cultural norms. We have consciously avoided any post-hoc mapping of Hofstede's cultural dimensions. Rather, our experimental method relies on a comparison of self-generated personal constructs, elicited from subjects in response to the stimuli materials (home-page "cards") presented to the subjects.

Publication Information

Output type

Research Output: Chapter in Book/Report/Conference proceeding Conference contribution Peer-review

Original language

English

Publication milestones

  • Published - 01/01/2010

Publication status

Published - 01/01/2010

Publisher

Product & Systems Internationalisation, Inc.

ISBN (Print)

972218483

ISBN (Electronic)

972218483

External Publication IDs

  • handle.net: 10547/279216

Host publication title

nan

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