Consumers use increasingly Near Field Communication mobile payment to buy products and services. However, the adoption of NFC mobile payment varies by individual attributes of consumers. This paper aims to study the generational differences in mobile payment acceptance based on the theory of generational cohorts and technology acceptance. Therefore, a research concept and hypotheses were developed. The research methodology included an online survey among Generation Z (digital natives) and X (digital immigrants). A sample of 580 respondents had been analyzed with multi-group Structural Equation Modeling. The comparative analysis revealed that digital immigrants were more influenced by the perceived ease of use, subjective norms, and financial risk of NFC mobile payment. In turn, digital natives intended to use NFC mobile payment to a greater extent if they perceived mobile payment as compatible with their lifestyle. Our research contributes to the understanding of generational patterns of mobile payment acceptance.
PurposeDigital technology is revolutionizing insurance distribution allowing the insurer companies to reach customers via multichannel. The aim of this study is to segment potential customers of life insurance based on their information search, purchasing channels and personal characteristics in the digital environment.Design/methodology/approachThe study uses cross-sectional research survey. In total, 422 questionnaires were collected through a convenience sample of the Romanian population. The data was segmented based on consumer information touchpoints (online vs offline), purchase channel preference (offline by a professional vs online by a standardized platform) and personal characteristics (age, marital status and children).FindingsThe channel segmentation analysis revealed that information channel preferences are the most important clustering variables, followed by purchase channel preferences, marital status, having children and age. Four distinct segments were identified: young fully offliners (23.7%), mature fully offliners (31.5%), committed online searchers (23.2%) and cross-channel onliners (21.6%).Practical implicationsInsurance companies should adapt their communication and distribution strategy based on multichannel segmentation and should focus on digital touchpoints with costumers.Originality/valueFirstly, the paper reveals multichannel and hybrid segmentation for life insurance. Secondly, it extends the already studied retail channels with search engines and companies' websites. Thirdly, it extends the behavioural variables for channel segmentation with technology acceptance behaviour, attitude towards life insurance, knowledge about life insurance, attitude towards personal selling and quality appraisal of online information sources.
Purpose The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision. Design/methodology/approach The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial service clusters. Findings The results revealed ten bank-specific appeals which can be used for advertising four different banking services categories. All type of savings and loans for B2B are advertised with quality appeals (safety, productivity); current account and card, personal/home loans are advertised with financial value appeals (convenient, cheap); corporate branding with emotional appeals (affiliation, distinctive, enjoyment); and services with mixed appeals. Research limitations/implications The study could be extended for different target market, creative strategy, other media and more countries. Practical implications The paper provides guidelines on how the FCB grid could be extended for bank services to recommend specific appeals for each category. Originality/value The financial service literature proposes guidelines regarding bank advertisements. However, the recommended advertisement appeals were not linked to different bank services. This paper creates a comprehensive managerial framework in order to match the bank’s specific appeals with different bank services.
A fogyasztók a termékek és szolgáltatások vásárlása során egyre nagyobb arányban használnak készpénzmentes fizetési módokat, például a mobiltárcát. Az új technológia elfogadása nagyban függ a fogyasztók egyéni jellemzőitől. A szerzők a technológiaelfogadás és a generációs kohorszok elméletére alapozva arra keresik a választ, hogy a mobiltárca elfogadásában milyen különbségek mutatkoznak az X és Z generáció között. Az online megkérdezés 580 fős mintát eredményezett számukra, amelyet többcsoportos strukturális egyenletek módszerével (structural equation modeling, SEM) elemeztek. Kutatási eredményeik elméleti és a gyakorlati vonatkozásait részletesen kifejtik a tanulmányban. Az X és Z generáció mobiltárca-elfogadását eltérő tényezők határozzák meg. Az X generációt leginkább a könnyű használat, a fontos személyek véleménye, az élményszerűség és az alacsony pénzügyi kockázat befolyásolja döntése során. A Z generáció technológiaelfogadásában leginkább az életstílussal való kompatibilitás játszik kiemelt szerepet.
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