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psychographic profiles of ATM users and non-users (Barow, 1982; Murphy, 1983; Wiley and Richard, 1974); attitudes towards credit cards and bank cards (Etzel, 1974; Mears and McCarty, 1978; Porter et al., 1979; Yiu and Kwoen, 1987); users’ prior experience of using other non-bank cards and its relationship with EFTS adoption (Awh and Waters, 1974; Mandel, 1972; Swinyard and Ghee, 1987); and the impact of information exposure on the probability of EFTS adoption (Horne and Martin, 1981; Vinson and McVandon, 1978). The research by Horne and Martin (1981) and Ho et al. (1989) were among the few studies on consumers’ adoption of EFTPoS. Horne and Martin’s study also examined the demographic characteristics, perceived attributes and certain related behavioural dimensions. The results showed that demographic variables could not differentiate potential users from non-users. However, certain previous behaviour, especially the use of an ATM, did promote the adoption of EFTPoS. Also, consumers’ perceptions of the service’s attributes were related to probability of use. From a list of 11 recognized attributes, “Enjoyment of Using”, “Easing of Personal Routine”, and “Time Savings” all varied directly with willingness to use the EFTPoS, while “Financial Risk” and “Cost of Using” have an indirect relationship. Similar to earlier studies on ATM users, Ho et al.’s (1989) study on demographic characteristics of the EPS users in Hong Kong also showed that EPS adopters tend to be younger, better educated and with higher income. The widely used concept to explain the consumer adoption of new banking technology is the “diffusion of innovations” framework. Rogers’ (1983) work on diffusion of innovations showed that it takes time for innovations to diffuse within a population of consumers. Before a large number of people begin to use a product or service, a relatively small group of people, known as innovators or early adopters, will try it and be satisfied with it. These people will influence others to use the same product or service. The demographic user profile of ATM and EFTPoS adopters has been found to match with the concept of “diffusion of innovations” in the earlier studies of ATM and EFTPoS users (see e.g. Barow, 1982; Ho et al., 1989; Mears and McCarty, 1978; Murphy, 1983). Yet very few studies have reported on how customer motivations, fears and behaviours are associated with the use of different payment methods, particularly EFTPoS. The current study will make use of a concept in consumer behaviour and perceived risk – to study the differences of consumers’ risk perception among alternative payment |
