Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/24113
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dc.contributor.authorJang, JM-
dc.contributor.authorKim, H-
dc.date.accessioned2022-02-14T13:23:36Z-
dc.date.available2022-02-14T13:23:36Z-
dc.date.issued2022-01-26-
dc.identifier.citationJang, J.M. and Kim, H. (2022) 'Diverging influences of usability in online authentication system: the role of culture (US vs Korea)', International Journal of Bank Marketing, 40 (2), pp. 384 - 400 (17). doi: 10.1108/IJBM-01-2021-0041.en_US
dc.identifier.issn0265-2323-
dc.identifier.urihttps://bura.brunel.ac.uk/handle/2438/24113-
dc.description.abstractPurpose: Although the use of online authentication systems in banking services is expanding globally, little is known about cultural differences in forming consumers' responses to these services. This paper examines how the usability of an online security service and culture impact consumers' behaviour. Design/methodology/approach: The authors conduct a 2 (usability: high vs low) × 2 (culture: US vs Korea) between-subjects, full factorial design. Findings: The results indicate a differential influence of the usability of a security system by culture. In particular, US consumers exhibit greater behavioural intention in a high (vs low) usability condition, whereas Korean consumers showed more favourable responses in a low-usability condition. Moreover, perceived effort is confirmed as a crucial mediator that explains the psychological mechanism of the proposed effect. Practical implications: This research contributes to the literature on online banking where security is an important determinant of success. Especially for managers involved in international banking services, the findings of cultural differences offer insights about the importance of local understanding and differentiation of bank services for specific target markets which can enhance consumers' response towards an online security service. Originality/value: The current study is one of a very few attempts to examine the role of usability of an online security system in forming consumers' behavioural intention. More importantly, this study integrates the concept of culture to explain how usability influences positive or negative behavioural intention in an international market.en_US
dc.format.extent384 - 400 (17)-
dc.format.mediumPrint-Electronic-
dc.languageEnglish-
dc.language.isoenen_US
dc.publisherEmerald Publishingen_US
dc.rightsCopyright © Emerald Publishing Limited 2021. This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com.-
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/-
dc.subjectonline authentication serviceen_US
dc.subjectusabilityen_US
dc.subjectcultural differenceen_US
dc.subjectperceived efforten_US
dc.titleDiverging influences of usability in online authentication system: the role of culture (US vs Korea)en_US
dc.typeArticleen_US
dc.identifier.doihttps://doi.org/10.1108/ijbm-01-2021-0041-
dc.relation.isPartOfInternational Journal of Bank Marketing-
pubs.issue2-
pubs.publication-statusPublished online-
pubs.volume40-
dc.identifier.eissn1758-5937-
Appears in Collections:Brunel Business School Research Papers

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