Diverging influences of usability in online authentication system: the role of culture (US vs Korea)

Abstract

Purpose

Although the use of online authentication systems in banking services is expanding globally, little is known about cultural differences in forming consumers' responses to these services. This paper examines how the usability of an online security service and culture impact consumers' behaviour.

Design/methodology/approach

The authors conduct a 2 (usability: high vs low) × 2 (culture: US vs Korea) between-subjects, full factorial design.

Findings

The results indicate a differential influence of the usability of a security system by culture. In particular, US consumers exhibit greater behavioural intention in a high (vs low) usability condition, whereas Korean consumers showed more favourable responses in a low-usability condition. Moreover, perceived effort is confirmed as a crucial mediator that explains the psychological mechanism of the proposed effect.

Practical implications

This research contributes to the literature on online banking where security is an important determinant of success. Especially for managers involved in international banking services, the findings of cultural differences offer insights about the importance of local understanding and differentiation of bank services for specific target markets which can enhance consumers' response towards an online security service.

Originality/value

The current study is one of a very few attempts to examine the role of usability of an online security system in forming consumers' behavioural intention. More importantly, this study integrates the concept of culture to explain how usability influences positive or negative behavioural intention in an international market.

Citation

Jang, J.M. and Kim, H. (2022), "Diverging influences of usability in online authentication system: the role of culture (US vs Korea)", International Journal of Bank Marketing, Vol. 40 No. 2, pp. 384-400. https://doi.org/10.1108/IJBM-01-2021-0041