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samples and products. Furthermore, this study focuses only on the present risk perception of consumers but has not touched upon the identification and evaluation of various risk reduction methods. These issues may form another meaningful research study in the future. Small purchase Large purchase Risk User Non-user t-value p-value User Non-user t-value p-value Physical 3.18 3.20 0.11 0.915 3.16 3.12 –0.27 0.790 Performance 4.15 4.13 –0.19 0.846 3.91 4.05 0.85 0.399 Psychological 3.22 3.55 3.22 0.001* 3.09 3.42 2.79 0.006* Financial 4.36 4.14 –1.48 0.141 4.31 4.01 –2.18 0.031* Time loss 3.79 3.54 –1.55 0.124 4.01 3.55 –3.40 0.001* * The difference was significant at the 0.05 level Note: The figures in the first two colmuns under each payment method are the mean scores of the responses to the particular risk dimension (1 = strongly agree, 6 = strongly disagree) Table IV. Difference of EFTPoS Risk Perception between Users and Non-users CUSTOMERS’ RISK PERCEPTIONS OF ELECTRONIC PAYMENT SYSTEMS 35 References and Further Reading Aoki, T. (1986), “ATMs, POS and Home Banking Developments in Japan”, Journal of Bank Research, Vol. 16 No. 4, pp. 218-20. Asian Finance (1984), “Electronic Banking: Technology Creates a Class Apart”, 15 March, pp. 73-86. Assael, H. (1987), Consumer Behaviour and Marketing Action, 3rd ed., PWS-Kent, Boston, MA. Astbury, S. (1985), “Asian Banks Start Trial Run for Cashless Shopping Plan”, Asian Business, August, pp. 43-5. Awh, R.Y. and Waters, D. (1974), “A Discriminant Analysis of Economic, Demographic and Attitudinal Characteristics of Bank Charge-Card Holders: A Case Study”, Journal of Finance, Vol. 5 No. 29, pp. 973-89. Banking World (1990), “Banking World’s Special EFTPOS Report”, June, pp. 36-9. Barow, B. (1982), “Tellers that Whine and Go Beep”, Canadian Banker and ICB Review, June, p. 14. Bauer, R.A. (1964), “Consumer Behaviour as Risk Taking”, Dynamic Marketing for a Changing World, American Marketing Association Proceedings, pp. 389-98. Bettman, J.R. (1975), “Information Integration in Consumer Perception: A Comparison of two Models of Component Conceptualization”, Journal of Applied Psychology, Vol. 60, July, pp. 381-5. Cox, D.F. (Ed.) (1967), Risk Taking and Information Handling in Consumer Behavior, Division of Research, Graduate School of Business Administration, Harvard University, Boston, MA. Etzel, M.J. (1974), “Using Multiple Discriminant Analysis to Segment the Consumer Credit Market”, 1974 Combined Proceedings, American Marketing Association, pp. 35-40. Fitzgerald, K. (1988), “Survey Says Cash and Checks Lead |
