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Title:

A Pilot Investigation of e-Banking Trust Perceptions Amongst the Yoruba and Igbo of Nigeria

Author:

French, T. & K. Opatola

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.

Original publication:

Evers, V., Abdelnour-Nocera, J. & E. del Galdo. Designing for Global Markets 9, 117-127. 9th International Workshop on Internationalization of Products and Systems. London, UK. July 7-10, 2010.

Copyright:

© 2010 Product & Systems Internationalisation, Inc. ISBN: 0-9722184-8-3

Availability:

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©2018 Product & System Internationalisation, Inc.