Purpose – This paper aims to investigate the barriers for adopting mobile banking services. From a methodological perspective, this paper seeks to build on two widely used models for technology adoption, the Technology Acceptance Model (TAM) and Innovation Diffusion Theory and to test a model that is better able to predict consumers' intention to use mobile banking. Design/methodology/approach – A research model extends the TAM model by additionally examining the effects of compatibility, trust, credibility, perceived risk and cost on behavioural intention. The empirical approach was based on an online survey of 263 young people in Germany, undertaken during August/September 2009. The data were analysed using structural equation modelling. Findings – The results of the study indicated that compatibility, perceived usefulness, and risk are significant indicators for the adoption of m-banking services. Compatibility not only had a strong direct effect but was also identified as an important antecedent for perceived ease of use, perceived usefulness and credibility. Trust and credibility are crucial in reducing the overall perceived risk of m-banking. Originality/value – The results of this study have implications for researchers and practitioners. The proposed model explains 65 per cent of the variance in intention to adopt mobile phone banking, which is more than the 40 per cent of variance typically found in other studies using the TAM. This study provides a basis for further refinement of models to predict technology adoption, in particular the inclusion of compatibility as a predictor of behavioural intention. In terms of behavioural and demographic data, the study focuses on segments of individuals who are most likely to adopt m-banking.

Purpose: Direct marketing faces challenges and opportunities associated with the emergence of social network media. Companies need to address target audiences both directly and also indirectly through social media. The purpose of this paper is to provide a review of the changing media landscape of direct marketing, and proposes a model of direct and indirect targeting of buyers.Design/methodology/approach: A conceptual model is presented which brings together the needs of producers, sellers and communities. Customer experience is used as an integrative framework for reconciling the sometimes differing needs of these groups.Findings: The literature is reviewed, noting changes in media habits. Previous studies of social network users provide a picture of the benefits sought by members of online communities.Originality/value: Assessment of direct marketing has traditionally emphasised cognitive and behavioural metrics. This paper has proposed an experiential framework which may be more difficult to measure, but evidence is presented that emotions associated with use of social network web sites may be more important as a key success factor for direct marketing.