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This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many previous studies about the importance of sustainability considerations for national consumers’ brand commitments and purchase intentions, there is a lack of empirical studies focussing on this relationship from a global consumer perspective. A pre-study (consisting of focus group discussions) and a widely distributed international survey with responses from 74 countries show mixed results. Whereas the results from the focus groups imply that a sustainable orientation influences both global consumers’ purchase intentions and brand commitments towards online brands, the survey results imply that global consumers’ sustainable orientations do not affect purchase intentions directly, even though they influence brand commitments. An implication of these results is that an international online brand’s possibility to portray a sustainable orientation plays an important role in strengthening the relationship with global consumers, especially regarding brand commitment.

The purpose of this paper is to investigate which of four well-established theoretical models (i.e. technology acceptance model, theory of planned behavior, unified theory of acceptance and use of technology, decomposed theory of planned behavior (DTPB)) best explains potential users’ behavioral intentions to adopt mobile banking (MB) services.

Drawing on data from 931 potential users in Greece, the structural equation modeling method was used to examine and compare the four models in goodness-of-fit, explanatory power and statistical significance of path coefficients.

Results indicate that the best model is an extension of the DTPB with perceived risk (PR). Customers’ attitude, determined by three rationally-evaluated MB attributes (usefulness, easiness and compatibility), is the main driver of consumers’ intentions to adopt MB services. Additionally, consumers’ perceptions of availability of knowledge, resources and opportunities necessary for using the service, and the pressure of interpersonal and external social contexts toward the use of MB are the other two, less important, adoption drivers. Finally, PR negatively affects attitude formation and inhibits willingness to use MB services.

Findings can help marketers of financial institutions to select the more parsimonious model to develop appropriate marketing strategies to increase adoption rates of MB services.

This is the first study that compares the performance of four well-known innovation adoption models to explain consumers’ behavior in the MB context.

This paper aims to identify and test the key motivators and inhibitors for consumer acceptance of mobile phone banking (M‐banking), particularly those that affect the consumer's attitude towards, and intention to use, this self‐service banking technology.

A web‐based survey was undertaken where respondents completed a questionnaire about their perceptions of M‐banking's ease of use, usefulness, cost, risk, compatibility with their lifestyle, and their need for interaction with personnel. Correlation and hierarchical multiple regression analysis, with Sobel tests, were used to determine whether these factors influenced consumers' attitude and intention to use M‐banking.

Perceived usefulness, perceived risk, cost and compatibility were found to affect consumer acceptance of M‐banking. The results also support a mediation model, whereby attitude transfers the affects of the consumers' perceptions to their intention to use M‐banking.

The sample used in this study contained a skew toward younger male consumers, affecting the generalisability of the results.

Developing marketing programs that focus on creating a positive attitude toward M‐banking should attract consumers to this emerging electronic banking channel. Specifically, marketers should emphasise M‐banking's usefulness and compatibility with consumers' lifestyle, in addition to designing M‐banking systems that minimise risk and cost to the consumer.

This paper validates and further develops an existing attitudinal model in the M‐banking context, answering the call for additional research to generalise and improve the explanatory power of self‐service technology acceptance models to other groups and countries.

Little is known about the adoption of mobile banking technologies in emerging Asian economies. The purpose of this paper is to empirically examine the motivators that influence a consumer’s intentions to use mobile banking.

A web-based survey was employed to collect data from 348 respondents, split across Thailand and Australia. Data were analysed by employing exploratory and confirmatory factor analyses, path and invariance analyses.

The findings indicate that for Australian consumers, perceived ease of use, perceived usefulness (PU) and perceived risk (PR) were the primary determinants of mobile banking adoption. For Thai consumers, the main factors were PU, PR and social influence. National culture was found to impact key antecedents that lead to adoption of m-banking.

The actual variance explained by the study’s model was higher in Australia (59.3 per cent) than for Thailand (23.8 per cent), suggesting future research of m-banking adoption in emerging Asian cultures.

The authors identify the important factors consumers consider when adopting m-banking. The findings of this research give banking organisations a foundational model that can be used to support m-banking implementation.

The study is perhaps the first to examine and compare the intention to adopt m-banking across Thai and Australian consumers, and responds to calls for additional research that generalises m-banking and m-services acceptance across cultures. This study has proposed and validated additional constructs that are not present in the original SST Intention to Use model.

The purpose of this paper is to propose and examine a conceptual model that best explains the key factors influencing Jordanian customers ' intention to adopt mobile banking (MB).

The proposed conceptual model was based on the Technology Acceptance Model (TAM). This was extended by adding perceived risk and self-efficacy as an external factors. Structural equation modelling (SEM) was conducted to analyse the data collected from the field survey questionnaires administered to a convenience sample of Jordanian banking customers.

The results showed that behavioural intention is significantly influenced by perceived usefulness, perceived ease of use, and perceived risk.

Practical and theoretical implications for both Jordanian banks and researchers in the MB context are also discussed in the concluding section.

MB-related issues are yet to be examined empirically in the Jordanian context. This submission has attempted to fill this gap by empirically examining some of the important factors influencing the adoption of MB from the Jordanian customers’ perspective.

The purpose of this paper is to identify the factors that differentiate customers with high intentions to adopt mobile banking from others. This study examined the effect of perceived usefulness, ease of use, perceived credibility, trust, normative pressure, self-efficacy, compatibility, and trialability. It also included demographics as control variables.

The data were collected using the snowball approach. The respondents filled in a structured questionnaire in February 2014 in Beirut, Lebanon. In total, 800 responses were received, 776 of which were completed and analysed.

This study showed that perceived compatibility, trialability, perceived usefulness, ease of use, perceived credibility, and trust positively and significantly discriminate high-mobile banking adopters from low adopters. This study also found that perceived self-efficacy separates customers through their willingness to adopt mobile banking.

Although a handful of studies examined the adoption of mobile banking, the factors differentiating customers with high-adoption intentions from other customers have not been extensively addressed in the literature. In an attempt to at least partially address these factors, this study attempts to identify those that lead to high-adoption intentions in Lebanon.

The purpose of this paper is to illustrate that text message mobile coupons are marketing communications that are becoming more service‐like in nature. As such, mobile coupons will benefit from firm‐generated service customization strategies.

An experiment compared a mobile coupon with a customized versus non‐customized delivery time. A sample of 244 undergraduate students from a large southeastern US university completed an online questionnaire. The between‐subject design randomly assigned participants to the custom or non‐custom condition. Results were assessed with MANCOVA.

Customizing the delivery time of a mobile coupon improved attitude toward and intention to use the coupon, as well as attitude toward and purchase intent with the firm.

The paper focuses on only one mobile coupon campaign in one product category, while measuring attitudes and intentions, not actual purchase behavior. The sample is also limited by having student participants. Future research should examine these limitations.

The paper provides practitioners with an alternative view of mobile coupons. Whereas traditional paper coupons are mass marketing communications, mobile coupons should be viewed similar to an important service to consumers. Allowing consumers to customize these communications, similar to how consumers customize important service offerings, will enhance the coupon and image of the firm.

This study is the first to suggest that mobile coupons be guided by services marketing theory. This is also the first study to suggest and empirically assess the customization of marketing communications as a firm‐generated strategy designed to enhance mobile coupons. Customization in this context is a co‐production activity.

This paper aims to assess the direct effects of antecedents of initial trust, the mediating effect of trust and the moderating effect of demographic variables on non-adopters’ behavioral intention to use mobile banking.

The study tested the models of theory of reasoned action and theory of planned behavior to evaluate potential antecedents of trust (diffusion of trust, infrastructure quality, perceived costs, privacy and security) moderators (demographic variables) and mediators (initial trust) that will influence behavioral intention to use mobile banking. The Hayes’ Process Macro developed by Andrew F. Hayes (2013) was used as a statistical analysis in SPSS to estimates the path coefficients using multiple regression. The tool provides insights on the direct and indirect effect of the independent variable on the dependent variable through the existence of moderating variables and mediation variables.

The results show that the non-adopters of mobile banking asserted that the antecedents of initial trust played a significant influence on behavioral intention to use online banking services.

There is a dearth of literature addressing mobile banking in the Philippines. The first initial trust formation in internet banking using computer workstations and laptops in the Philippines was conducted by Chiu et al. (2016). This research fills in the gap by expanding and formulating a deeper understanding of the antecedents of initial trust that influence consumer behavioral intention that might be responsible for the slow diffusion of mobile banking services in the country. The results from this study will help financial institutions create a beneficial connection with consumers while alleviating the fears of non-adopters and enhancing their understanding of the benefits of mobile banking.

The purpose of this study is to investigate mature consumers' perceived risks and benefits and purchase intentions in the context of online apparel shopping and the role of age and past experience in their perceptions and intentions.

A national sample of 293 US male and female mature consumers (born in or before 1964) participated in a mail survey. Structural equation modeling was used to test the hypotheses regarding relationships among mature consumers' age, prior experiences, perceived risks and benefits, and purchase intentions.

The study revealed that perceived benefits regarding product and price offerings and perceived financial risk were significant predictors of mature consumers' online apparel purchase intention. In addition, the level of past online shopping experience was a strong antecedent of the mature consumer's perceived risks and benefits of online shopping. Age and general internet experience showed limited influences on mature consumers' perceptions and purchase intentions.

The study provides numerous implications for future research with regard to the challenges mature consumers may experience in adopting the internet as a shopping medium.

Findings from the study suggest that online retailers targeting mature consumers need to be aware of limitations and difficulties that mature consumers may face and to develop their web sites and communication messages to meet the specific needs of these consumers.

The study provides valuable insight into the mature consumers' internet shopping phenomenon, addressing a gap in the literature. The use of a national sample allows for generalization of the findings.