Mediating effect of mobile banking trust on information and system quality

Marko van Deventer

Abstract:

In the context of mobile banking services, trust emerges as a pivotal factor influencing both the acceptance and utilisation of these services, significantly shaping customers' confidence in their usage. Existing literature proposes that trust operates as a mediator in the connection between customers' perceptions of the quality of information and the overall system in mobile banking.

This study aimed to investigate whether trust acts as a mediating variable in the relationship between information and system quality within the mobile banking experiences of Generation Y customers in the South African banking sector. Employing a descriptive research design, the study distributed self-administered surveys to 334 participants who voluntarily took part in the research. The findings of the study reveal that, within the sampled group, trust indeed serves as an intermediary factor between perceived information quality and the overall system quality in the realm of mobile banking. This insight holds significant implications for comprehending customer behaviour, elevating the user experience, addressing perceived risks, and guiding strategic decision-making within the dynamic landscape of the mobile banking industry. Understanding the mediating role of trust enriches the understanding of the complex dynamics involved in customer perceptions and interactions with mobile banking services, offering valuable insights for industry stakeholders aiming to optimise their services and strategies.

JEL classification: M10, M21, M30, M31, O55

Keywords: Mobile banking, Trust, Information quality, System quality

DOI: 10.7172/2449-6634.jmcbem.2024.1.1

Method of product placement in computer games. Qualitative research amongst Polish players

Magdalena Hofman-Kohlmeyer

Abstract:

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider audience of different genders and various age groups. Therefore, an important issue is to know and systematize current methods of brand placement in computer games. For the purpose, the author carried out 20 in-depth interviews with players of chosen computer games, Second Life, Euro Truck Simulator 2 and The Sims. According to the analysis, it can be distinguished by the following typology:
place of brand placement (before logging, inside the game, in separate windows, and on external websites), brand availability (paid brand appearance and free brand appearance), the source of brand placement (game producer, organizations, and players), virtual forms of promotion (advertising, public relations, direct marketing, personal selling, sales promotion, and word-of-mouth marketing), the degree of use of the branded product in game (full use and limited use of the branded product). The presented paper contributes to the theory of marketing communication and branding.

JEL classification: M31

Keywords: product placement, placement method, placement strategy, in-game advertising, brand

DOI: 10.7172/2449-6634.jmcbem.2024.1.2