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

Background Chinese American Banking in Chicago Chinese American Banking in Chicago Demographic Issues 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 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

Background Theoretical Models 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

Purpose of the Overall Study Demographic Factors Demographic Factors Attitudinal Factors Attitudinal Factors Internet Banking Adoption Internet Banking Adoption

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

Methodology and Instrument Design Quantitative Quantitative Exploratory Exploratory Self-administered Survey Self-administered Survey Questionnaire Questionnaire

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

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

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

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