Literature Review Essay Example | Topics and Well Written Essays - 5000 words

Literature Review - Essay Example . Consumers are attracted through advertising and promotions. The first impression that a consumer attains through advertising influences his purchasing decisions. To create a positive impression, companies try to create a distinctive brand image for their products. The strategy is to utilize celebrities as endorsers in marketing campaign and it is growing increasingly popular. Companies usually use talent – movie actors, models, athletes or famous people for endorsement (Bergestrà ¶m & Skà ¤rfstad, 2004). Not just the large firms, even smaller companies with limited budget use sports and athletes to promote their products. Companies all over the world spend millions ever year to acquire celebrities to endorse their product. It hence become important to determine why companies choose celebrities to endorse their products, on what basis they select the celebrities and whether they get the expected returns from such endorsement. This proposal will briefly discuss the background with definition of ‘celebrities’ and after research justification and outlining the questions, based on the literature available, it will form a framework for research. A celebrity is defined as "an individual who is known to the public (i.e., actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed" (cf., Friedman and Friedman 1979 cited by Kamins, Brand, Hoeke & Moe, 1989). The use of celebrities for product endorsement was on the rise in the late 1970s. While it was estimated that 15 percent of prime time television commercials featured celebrities in 1975, by 1978 it was reported to be over 20 percent (Kamins, Brand, Hoeke & Moe, 1989). Kamins et al (1989) conducted a study to determine the impact on advertising effectiveness and credibility based one two-sided versus one-sided celebrity endorsements.

Negative stereotype of Chinese Americans Essay Example | Topics and Well Written Essays - 1250 words

Negative stereotype of Chinese Americans - Essay Example Related to this is the notion that the Chinese "somaticize" their emotions. In this view, rather than expressing/experiencing emotions verbally and behaviorally, the Chinese manifest emotions as physical or bodily symptoms related to illness. If true, this "somaticizing" of emotions may provide a culturally condoned outlet for emotional expression (e.g., complaining of a stomach ache when angry) when other forms of expressions may be considered inappropriate (e.g., yelling at your employer). A somewhat different understanding of Chinese emotions, proposed by Potter (1988, 59), is that emotions lack social significance in the collectivistic Chinese culture and thus are less relevant than they are in the individualistic American culture. The underlying assumption here is that emotions are more disruptive to the social harmony than they are helpful. In this view, emotional expression in Chinese culture is not so much discouraged or suppressed, but rather it is ignored. Potter described attitudes toward emotional displays in China as that of indifference, as evidenced by a statement by one of her cultural informants: "How I feel does not matter!" Although the underlying dynamic in Potter's model is quite different from that of Kleinberg, Wu and Tseng, and others, both models may lead to the same result: low levels of emotional experience and sparse emotional displays. Empirical tests of these n... Tsai and Levenson (2000, 37) found support for emotional moderation in Chinese culture in a study comparing Chinese American and European American dating couples who had unrehearsed conversations about their relationship. Chinese American couples reported fewer periods of positive emotion and showed less variability in their reported emotional experience than European American couples. Other studies of emotion in Chinese culture have not directly measured emotional responding, but rather have examined qualities of emotional judgments. Ekman et al. (1987, 97) found that college students from Asian countries (Hong Kong, Japan, Sumatra) attributed less emotional intensity than students from non-Asian countries to photographs of facial expressions posed by Caucasians. Matsumoto (1993, 55) reported a similar pattern of lower intensity ratings for Asian Americans using photographs of facial expressions posed by both Caucasians and Japanese. Consistent with ethnographic views reviewed earli er, Matsumoto also found that Asian participants rated the emotional expressions as being less "appropriate" under various social situations than did Caucasian participants. Health care and social services providers face numerous challenges in meeting the health and wellness needs of Chinese Americans. In designing a strategy of care for this population, providers must understand that poverty, limited English skills, and noncitizenship status all serve as significant barriers to access and use. Providers must also consider the population's unique cultural beliefs and practices as well as address its most pressing social concerns. A strategy to increase accessibility for and use of health care services among Chinese Americans may well

The Benefits of increasing Drinking Age Research Paper

The Benefits of increasing Drinking Age - Research Paper Example In many developed nations such as USA and Australia, the legal age for consuming alcohol is 21, but there are sections of society, which claim that lowering drinking age is the best solution to curb this habit among youngsters and specifically students. However, those who propose lowering drinking age as a feasible solution in this regard does not understand the salient disadvantages associated with allowing drinking at teen-age. Alcohol consumption is no more a habit or just a beverage option among youngsters; it has become a way of life, a part of the culture in today's scenario (Alcohol and Drug Information Service). There is a dire need to restrict their access to alcohol because it is a proven fact that starting to drink early can impose several short-term as well as long-term disadvantages on human health and society. This paper is an attempt to evaluate the benefits of increasing the drinking age from various aspects of an individual’s life as well as the impact on gove rnment and society in a broader spectrum. Health-related benefits of increasing drinking age: Increasing drinking age restricts young students from consuming alcohol at an early age, and as they reach adulthood, the craving for alcohol is likely to die-down or controlled. Various critics of increasing drinking age argue that when people can vote and marry at 18, why cannot they drink according to their choice? The problem is that voting and marriage do not harm a person’s psyche, mental development, and physiological health. However, consuming alcohol is susceptible to infinite life-risking implications from every possible aspect of human health and also considerably deters public welfare. The most significant point in the debate upon lowering or increasing drinking age is that, Is drinking suitable for individual health at all? Then the other point that arises is that will it benefit young people in any way if they are allowed. to drink at the age of 18? The fact which canno t be ignored is that alcohol in itself is extremely injurious to health, and its impact can be devastating. Frances Webb and Ellie Whitney claimed that â€Å"Age does matter. Young people do not benefit their health by drinking; rather, they increase their risk of dying from all causes; young non-drinkers are found to have a lower risk of dying than even light drinkers† (101). There is enough substance in this claim from Webb and Whitney, since if medical science research is anything to abide by, then it is true that drinking is not a healthy habit at all, instead, it becomes the base for various life-threatening ailments. It is a reality that alcohol consumption paves the way for more than 60 fatal diseases in the human body (Freeman). James Garbutt, a psychiatry professor and researcher of Alcohol studies at the University of North Carolina, revealed that â€Å"Alcohol does all kinds of things in the body, and we're not fully aware of all its effects. It's a pretty complic ated little molecule† (Freeman). Diseases like Anemia, Cancer, Cardiovascular problems, Gout, Depression, Nerve damage, Dementia, high-blood pressure, Pancreatitis, and Cirrhosis are all caused by alcohol consumption, and the virus gets triggered more intensively if one starts drinking at an early stage of life (Freeman).  

Strategic Analysis of Apple Essay Example | Topics and Well Written Essays - 2000 words

Strategic Analysis of Apple - Essay Example The company is also the second largest publicly traded company in terms of market capitalization. As of 2012, the company had 394 retail stores spread throughout the world (Apple Store, 2012). The total revenue of the company for the financial year 2011-12 is $156.508 billion and the net income was $ 41.733 billion. The current employee strength of the company is around 72,800 people and has presence in many parts of the world (Golson, 2012). Some of the competitors of the company are Samsung, Nokia, LG, and Motorola among the others (NASDAQ, 2012; Gallo, 2012). This report will analyse the issues Apple is currently facing and also how the company is dealing with it. It will be divided into 5 sections; the first and second section will cover the external and internal analysis of the company. The third and fourth section will shed light on the challenges faced by the company and how they are dealing with it. Finally, the last section will conclude the project. Part I – External analysis The external analysis of a company is about analysing the external business environment of a company (Monczka, 2000). In order analyse the same, the report will use PEST analysis and Porter’s five forces analysis. PEST Analysis Political factors: - The technology businesses remain highly dependent upon the political scenario of a country. Moreover, it also needs to depend on the rules and regulations of the operating country. However, the government of USA has always encouraged products which are innovative and trendy. Moreover, the political scenario of the country is highly stable which provides an opportunity for the company to further develop its R&D infrastructure and come up with innovative products. Economical factors: - USA is considered as one of the richest nations of the world. The total GDP of the country is 15.09 trillion and the per capita income is $ 49,800 (CIA, 2013). The figures clearly reflect that the country is economically stable. Moreover, the disposable income of the US population is also high. Hence, it provides a great opportunity for Apple to get success with its high range products. Hence the economic condition of USA is extremely favourable for Apple. Social factors: - The total population of USA is 316,668,567 and the total urban population is 82%. Another positive aspect is that the rate of urbanization is 1.2 % (CIA, 2013). Hence, Apple with its high end products holds great chances of success in the US market. In addition, US population is also considered as tech-savvy which again acts as a positive factor for the company. Technological factors: - The market for mobile phones, laptop and tablets are growing at a rapid pace in USA which acts a favourable factor for Apple. In addition, information and communication infrastructure of USA is very strong which fosters research and development function of Apple. Industry Analysis (Porter’s Five Forces) Force Intensity Description Buyer’s Power High Due to the presence of a large number of established players in the market, users have the widest range of options. This increases the bargaining power of buyers. Supplier’s Power Moderate The suppliers of Apple include Intel, IBM, Motorola, Sony and Disney among others (Satariano, Burrows and

Ancient Greece Location Essay Example for Free

Ancient Greece Location Essay Ancient Greece is a civilization belonging to a period of Greek history that lasted from the Archaic period of the 8th to 6th centuries BC to the end of antiquity (ca. 600 AD). Immediately following this period was the beginning of the Early Middle Ages and the Byzantine era. Included in Ancient Greece is the period of Classical Greece, which flourished during the 5th to 4th centuries BC. Classical Greece began with the repelling of a Persian invasion by Athenian leadership. Because of conquests by Alexander the Great, Hellenistic civilization flourished from Central Asia to the western end of the Mediterranean Sea. Classical Greek culture had a powerful influence on the Roman Empire, which carried a version of it to many parts of the Mediterranean region and Europe, for which reason Classical Greece is generally considered to be the seminal culture which provided the foundation of Western culture. Land: Greece has very hot, dry summers. Rain only falls in winter. This restricts crops in many areas to grapes and olives and the animals to sheep and goats. However, there are also rolling plains that are ideal for growing crops like wheat and barley. As only a certain amount of food could be obtained locally, the Ancient Greeks built boats to fish and to trade what they had. There was no sugar, so honey or boiled grape juice were used as sweeteners. There were often wars when cities wanted to take over the land of a neighboring city. Mountains Greece is made up almost entirely of mountainous land with only small areas of lowlands. The mountains are beautiful but made it hard to farm and make a living. They also made it hard to travel and communicate with people a distance away. The mountains divided the cities in Ancient Greece and each city had its own customs and ideas. Greece consists of a large mainland at the southern end of the Balkans; the Peloponnesus peninsula (separated from the mainland by the canal of the Isthmus of Corinth); and numerous islands (around 3,000), including Crete, Rhodes, Kos, Euboea and the Dodecanese and Cycladic groups of the Aegean Sea as well as the Ionian sea islands. Greece has more than 15,000 kilometres of coastline and a land boundary of 1,160 kilometres. About 80% of Greece consists of mountains or hills, thus making Greece one of the most montainous countries of Europe. Western Greece contains lakes and wetlands. Pindus, the central mountain range, has a maximum elevation of 2,636 m. The Pindus can be considered as a prolongation of the Dinaric Alps. The range continues by means of the Peloponnese, the islands of Kythera and Antikythera to find its final point in the island of Crete. (Actually the islands of the Aegean are peaks of underwater mountains that once consisted an extension of the mainland). The Central and Western Greece area contains high, steep peaks dissected by many canyons and other karstic landscapes, including the Meteora and the Vikos gorge the later being the second largest one on earth after the Grand Canyon in the US. Mount Olympus forms the highest point in Greece at 2,919 metres above sea level. Also northern Greece presents another high range, the Rhodope, located in Eastern Macedonia and Thrace; this area is covered with vast and thick century old forests like the famous Dadia. Plains are mainly found in Eastern Thessaly, Central Macedonia and Thrace.Greeces climate is divided into three well defined classes the Mediterranean, Alpine and Temperate, the first one features mild, wet winters and hot, dry summers. Temperatures rarely reach extremes, although snowfalls do occur occasionally even in Athens, Cyclades or Crete during the winter. Alpine is found primarily in Western Greece (Epirus, Central Greece, Thessaly, Western Macedonia as well as central parts of Peloponessus like Achaea, Arkadia and parts of Lakonia where the Alpine range pass by). Finally the temperate climate is found in Central and Eastern Macedonia as well as in Thrace at places like Komotini, Xanthi and northern Evros; with cold, damp winters and hot, dry summers. Its worth to mention that Athens is located in a transition area between the Mediterranean and Alpine climate, thus finding that in its southern suburbs weather is of Mediterranean type while in the Northern suburbs of the Alpine type. About 50% of Greek land is covered by forests with a rich varied vegetation which spans from Alpine coniferous to mediterranean type vegetation. Seals, sea turtles and other rare marine life live in the seas around Greece, while Greeces forests provide a home to Western Europes last brown bears and lynx as well as other species like Wolf, Roe Deer, Wild Goat, Fox and Wild Boar among others. Ancient Greece We begin to look at the geography of ancient Greece by examining how Greeks lived on their farms, why they traded, road systems, and the plant life that ancient Greece had. Geography has always had a great influence on Greece and its inhabitants. It is largely responsible for numerous continuities in its extensive history. While the mountains that split the Greek lands have contributed to localism they have been a major barrier to unity as a nation. The struggle of communication by land and the significant presence of the sea have made mariners out of Greeks for numerous generations. The natural resources ensure a steady flow of abundance and guarantee sustenance if governed wisely. Farming In ancient Greece, many cities had land that was used for farming within the city, but most of the people lived in small towns and villages outside of the city. Archeological survey indicates that there were even smaller settlements such as hamlets (very small villages), and isolated farms which were only lived in seasonally. According to this information, there would have been many villages, hamlets, single farms, and occasional small towns scattered over the land; as can still be seen in Crete. The Greeks had their private space that consisted of the agricultural fields in the territory of the polis and their houses compacted in settlements, whether in the central town of the city-state, in smaller towns, or villages. Ancient Greeks preferred to live in such compacted settlements, even when agriculture was their main source of support. Occasionally, there has been evidence of how agricultural land was organized by the residents of the settlements in rectangular and equal lots. The idea was that each family would farm a single plot of land. But, there was a tendency for farmland to become divided and for a landowner to own many plots of land scattered all over the community. The land was organized for mules and donkeys with built mule-tracks reaching every settlement. Since the Bronze Age, there had been chariots and wagons with roads that that were easy to drive on, but the roads were not easy to drive on. Classical Greek roads were more complete with grooves cut for the wheels in steep and rocky places. The road system, the landscape, the markets, and the farms were all part of the geography of ancient Greece. Greece has thousands of islands Ancient Greeks became a sea-going people due to the close proximity of the sea to most Greek city-states. These merchants and traders developed a sense of freedom and independence not seen before. Map of Phoenician and Greek colonies at about 550 BC In Ancient Greece, colonies were sometimes founded by vanquished people, who left their homes to escape subjection at the hand of a foreign enemy; sometimes as a sequel to civil disorders, when the losers in internecine battles left to form a new city elsewhere; sometimes to get rid of surplus population, and thereby to avoid internal convulsions. But in most cases the motivation was to establish and facilitate relations of trade with foreign countries and further the wealth of the mother-city (in Greek, metropolis). Colonies were established in Ionia and Thrace as early as the 8th century BC.[7] More than thirty Greek city-states had multiple colonies around the Mediterranean world, with the most active being Miletus, with ninety colonies stretching throughout the Mediterranean Sea, from the shores of the Black Sea and Anatolia (modern Turkey) in the east, to the southern coast of the Iberian Peninsula in the west, as well as several colonies on the northern coast of Africa with the overall sum[citation needed] being 1500 from the late ninth, up to the 5th century BC. There were two similar types of colonies, á ¼â‚¬Ãâ‚¬ÃŽ ¿ÃŽ ¹ÃŽ ºÃŽ ¯ÃŽ ± apoikia (pl.: á ¼â‚¬Ãâ‚¬ÃŽ ¿ÃŽ ¹ÃŽ ºÃŽ ¯ÃŽ ±ÃŽ ¹, apoikiai) and á ¼ ÃŽ ¼Ãâ‚¬ÃŽ ¿Ã ÃŽ ¯ÃŽ ± emporia (pl.: á ¼ ÃŽ ¼Ãâ‚¬ÃŽ ¿Ã ÃŽ ¯ÃŽ ±ÃŽ ¹, emporiai). The first type of colonies were city-states on their own; the second were Greek trading-colonies. The Greek city-states began establishing colonies around 800 BC, at first at Al Mina on the coast of Syria and the Greek emporium Pithekoussai at Ischia in the Bay of Naples, both established about 800 BC by Euboeans.[8] Two flushes of new colonists set out from Greece at the transition between the Dark Ages and the start of the Archaic Period, one in the early 8th century BC and a second burst of the colonizing spirit in the 6th century. Population growth and cramped spaces at home seem an insufficient explanation, while the economical and political dynamics produced by the competitive spirit between the frequently kingless, newly introduced concept of the Greek city-states, striving to expand their sphere of economical influence better fits as their true incentive. Through this Greek expansion the use of coins flourished throughout the Mediterranean Basin. Ancient Greek colonies on the northern coast of the Black Sea, c. 450 BCE Influential Greek colonies in the western Mediterranean included Cyme (Aeolis), Rhegium (Rhegion) by Chalcis and Zankle (c. 8th century), Syracuse by Corinth/Tenea (c. 734 BC), Naxos by Chalkis (c. 734 BC), Massalia (what millennia later became Marseille, France) by Phokaia (c. 598 BC), Agathe by Phokaia (shortly after Massalia), Elea (Velia) by Phokaia and Massalia (c. 540 BC), Emporion (nowadays Spain) by Phokaia/Massalia (early 6th century), Antipolis (nowadays France) by Achaea, Alalia (Corsica) by Phokaia/Massalia (c. 545 BC) and Cyrene (North Africa) by Thera (762/61 and 632/31 BCE).[9] Several formulae were generally adhered to on the solemn and sacred occasions when a new colony set forth. If a Greek city was sending out a colony, an oracle, especially one such as the Oracle of Delphi, was almost invariably consulted beforehand. Sometimes certain classes of citizens were called upon to take part in the enterprises; sometimes one son was chosen by lot from every house where there were several sons; and strangers expressing a desire to join were admitted. A person of distinction was selected to guide the emigrants and make the necessary arrangements. It was usual to honor these founders of colonies, after their death, as heroes. Some of the sacred fire was taken from the public hearth in the Prytaneum, from which the fire on the public hearth of the new city was kindled. And, just as each individual had his private shrines, so the new community maintained the worship of its chief domestic deities, the colony sending embassies and votive gifts to the mother-citys principal festivals for centuries afterwards. The relation between colony and mother-city, known literally as the metropolis, was viewed as one of mutual affection. Any differences that arose were made up, if possible, by peaceful means, war being deemed excusable only in cases of extreme necessity. The charter of foundation contained general provisions for the arrangement of the affairs of the colony, and also some special enactments. The constitution of the mother-city was usually adopted by the colony, but the new city remained politically independent. If the colony sent out a fresh colony on its own account, the mother-city was generally consulted, or was at least requested to furnish a leader. Frequently the colonies declaring their commitment to the various metropolitic alliances formed in the Greek mainland and for religious reasons would pay tribute in religious centres, like Delphi, Olympia or Delos.[10] It is worth noting that the Peloponnesian War was in part a result of a dispute between Corinth and her colony of Corcyra (Corfu). The cleruchs, known in Greek as klà ªrouchoi, formed a special class of Greek colonists, being assigned individual plots of land in the place to which they had been assigned. The trade factories set up in foreign countries, such as Egypt, were somewhat different from the ordinary colonies, the members retaining the right of domicile in their own fatherland and confining themselves to their own quarter in the foreign city.

Sustainable Tourism in Developing Countries

Sustainable Tourism in Developing Countries To what extent can tourism be  sustainable in developing countries? Introduction Tourism Sustainability Conclusion References Introduction When one looks at monetary flows, along with the creation of jobs, the tourism sector represents one of the largest industries globally[1]. The preceding aspect is an important one, as tourism provides the opportunity for small and medium sized (5 through 500 employees) businesses to form, along with micro enterprises that typical consist of fewer than six people, and usually represent family operations[2]. These types of enterprises create employment opportunities, and in tourism, particularly in developing countries, the influx of tourist money provides openings for street vendors, cart food services, transport, and other self employment[3]. An example of the importance of micro enterprises and SME’s is provided in an International Finance Corporation report authored by Hallberg[4] that states these types of firms represent the majority of employment. She points out that in Ecuador firms with less than 50 employees represents 99 percent of all enterprises in that country, an d 55 percent of employment[5]. In the case of Bangladesh, enterprises with less than 100 employees represented 99 percent of all companies, employing 58 percent of all workers[6]. The preceding has been brought forth to provide the context for this examination in the extent that tourism can be sustainable in developing countries. The point being made is that the hard currency flows represent an economic benefit that is important not only in tourism monies spent, but also as a basis for foreign investment and the creation of opportunities for foreign businesses to set up operations, with tourism as the entree. The foregoing economic benefits represent a critical facet in approaching and understanding the importance of tourism to developing countries. The preceding importance also holds true for developed countries as well. The importance of tourism in developed countries is brought forth by the Assistant Secretary General of the World Tourism Organization, Geoffrey Lipman, who stated â€Å"Showing the full economic impact of the sector in the Index will enhance travel tourism’s relevance for policy-makers†¦The Index makes clear that, although industrialized states currently dominate, poorer countries have a massive potential to be the leading force in international tourism,[7]. The significance of mentioning this Report in the context of this examination is that it provides an analysis of key drivers regarding competitiveness, which are thirteen pillars, as represented by â€Å"1. policy rules and regulations, 2. environmental regulation, 3. safety and security, 4. health an d hygiene, 5. prioritisation of travel and tourism, 6. air transport infrastructure, 7. ground transport infrastructure, 8. tourism infrastructure, 9. information and communication technology (ICT) infrastructure, 10. price competitiveness, 11. human capital, 12. national tourism perception, and 13. natural and cultural resources[8]. The benefits to a country and its populace as a result of tourism can have long term implications economically, however, the foundations, as set forth by the foregoing pillars, indicates that attaining such a goal requires commitment and a national plan to achieve. Tourism Sustainability The preceding brought forth the complexities involved in conducting tourism, highlighting that it is not a segment that can be entered into lightly if long term and sustainable results are to be achieved. An example of the Index illustrates the foregoing: Chart 1 Travel and Tourism Competitiveness Index – Regulatory Framework Segments 1 through 5[9] Pillars 1. Policy 2. Environment 3. Safety 4. Health 5. Priority Rules Sustainability Security Hygiene TT Country Rank Score Rank Score Rank Score Rank Score Rank Score Albania 104 3.69 93 4.08 71 4.93 59 476 104 3.55 Argentina 91 3.95 107 3.94 98 4.45 40 5.62 70 4.23 Austria 22 5.04 53 4.63 21 5.85 37 5.72 32 4.92 Bangladesh 114 3.31 121 3.71 129 2.83 117 2.11 122 2.77 Bolivia 127 2.88 104 3.98 92 4.53 14 6.51 91 3.81 Botswana 74 4.13 68 4.42 50 5.26 97 3.24 82 3.95 U.K. 5 5.54 10 5.56 65 5.01 41 5.58 43 4.69 U.S. 19 5.22 100 4.02 119 3.75 44 5.50 21 5.26 Chart 2 Travel and Tourism Competitiveness Index – Regulatory Framework Segments 6 through 10[10] Pillars 6. Air 7. Ground 8. Tourism 9. ICT 10 Price Transport Transport Infrastructure Infrastructure Compettive Country Rank Score Rank Score Rank Score Rank Score Rank Score Albania 112 2.20 116 2.55 86 2.53 86 2.16 90 4.33 Argentina 67 2.94 90 3.05 53 3.91 54 3.03 41 4.94 Austria 29 4.25 10 6.03 1 7.00 20 4.88 104 4.17 Bangladesh 116 2.12 69 3.56 122 1.29 122 1.52 10 5.44 Bolivia 108 2.25 114 2.59 99 2.21 106 1.81 14 5.32 Botswana 77 2.72 72 3.50 78 2.80 92 2.05 6 5.49 U.K. 4 5.65 11 5.85 16 6.18 9 5.46 127 3.44 U.S. 2 6.34 19 5.45 6 6.74 13 5.23 105 4.18 Chart 3 Travel and Tourism Competitiveness Index – Regulatory Framework Segments 11 through 14[11] Pillars 11. Human 12. Affinity 13. Natural 14. Cultural Resources Resources Resources Country Rank Score Rank Score Rank Score Rank Score Albania 58 5.03 6 6.32 130 1.87 75 2.17 Argentina 60 5.01 74 4.69 12 5.01 41 3.29 Austria 19 5.62 23 5.45 37 4.00 11 5.59 Bangladesh 107 4.26 125 3.95 100 2.61 109 1.44 Bolivia 98 4.60 116 4.18 15 4.86 62 2.45 Botswana 124 3.36 58 4.85 31 4.20 113 1.37 U.K. 7 5.87 90 4.54 27 4.35 4 6.28 U.S. 5 5.91 114 4.29 2 6.04 7 5.83 The preceding Charts provide a summary look at the varied areas that a country needs to consider in order to make tourism work in the face of the high rate of competitiveness. It points out the comparative facets inherent in generating tourism as well as a basis for understanding areas of deficiency and potential strengths in crafting a plan for sustainability. In order to increase and build the tourism sector, the country, its business community as well as populace need to be able to contribute as well as participate in the process. Britton[12] helps us to understand that tourism entails â€Å"†¦travel flows; microscale spatial structure and land use of tourist places and facilities; economic, social, cultural, and environmental impacts of tourist activity; impacts of tourism in third world countries; geographic patterns of recreation and leisure pastimes; and the planning implications of all these topics† as vital areas. In order to arrive at the point of sustainability in tourism, third world countries have to have or be in the process of developing the underlying structures that create and generate attraction for potential visits, with the understanding that other locales are engaging in the same objectives[13]. Thus, sustainability means building upon what currently exists via definitive plans to maintain present levels, and of course enhance them in order to compete effectively. Richards and Hall[14] advise that sustainable tourism represents a broad range of issues, which the Travel and Tourism Competitiveness Index illustrated[15]. It, sustainable tourism, includes cultural facets, social accountability, environmental practices, economic considerations, quality of life, safety and security issues in terms of crime and policing. Universally, there is no agreed upon framework for sustainable tourism as the conditions, circumstances and allied facets for countries differ. However, sustainability in tourism is a real factor, one that demands the coordinated and concerned effort of the government, businesses and populace to work. In understanding the sustainability aspects and why such is important, one needs to be mindful of the economic ramifications that are the foundation for the importan ce attached to tourism by all countries, not just developing ones[16]. Tourism is an economic pursuit, and as such it aids a country, and more specifically city and or region to grow, improve and earn currency from travellers, investment, and new business openings[17]. The importance of tourism as an economic force is evidenced by the General Agreement on Trade in Services (GATS), which developed the first legally binding multilateral agreement that deals with trade in the tourism sector[18]. Its main provision sets forth the elimination of barriers to prevent foreign service providers and investors from participating in market access[19]. In order to make tourism sustainable, governmental policies, standards and practices need to ensure that there are a series of planned steps to enhance the efforts in the tourist sector, which unfortunately is not usually the case in developing countries[20]. Usually, in developing countries, efforts to promote tourism have been initiated and implemented by the private sector as well as in some cases citizen’s groups[21]. The foregoing represents a core issue in that these types of efforts are doomed to be short term actions based upon surges in popularity of an area generated by avant garde travellers that have discovered a quiet, generally unspoiled location, and other disjointed means that does not have an official plan behind it[22]. As shown by the Travel and Tourism Competitiveness Index[23], competition in the tourism segment is marked by a broad number of underlying foundations that require concerted efforts and involvement on the part of the aforementioned government, private business sector, and community. Obvious facets that require government participation on a defined level represent marketing and promotional activities through an official tourist agency, the long term and consistent development of infrastructure related areas such as airports, transport, roads, and other support factors[24]. The United Nations Commission on Sustainable Development[25] points to the importance of national, regional and local governments in planning for sustainable development as the â€Å"†¦providers of social services, builders of economic infrastructure, regulators of economic activity, and managers of the natural environment, local authorities have many direct instruments at their disposal to influence development†. The U.N. Commission on Sustainable Development[26] adds to the preceding by telling us that planned tourism activities are essential to ensure that the local communities have a level playing field in terms of inclusion and involvement concerning the economic wealth generated by tourist activities, along with planning to minimise environmental impacts, and improvement of the social welfare. Tourism is an industry that competes with like locations on the international stage, with many developing countries organised for this area in a concerned manner. To compete on this level, sustainable tourism must operate like a business. Place or destination marketing is a hallmark in the process, which Gold and Ward[27] advise â€Å"†¦ is defined as a process whereby local activities are related as closely as possible to the demands of the targeted customer †¦ (with the intention) to maximise the efficient social and economic functioning of the area concerned, in accordance with whatever wider goals have been established†. Each locale has to identify its special features and communicate the advantages that it has to prospective travelers through concerted efforts. Products and services offered by companies are geared toward the long term, noted by their comprehensive marketing, promotional and related plans to seek competitive advantages, and induce consumer trial[28]. To be effective over the long term, sustainable, destinations need to treat their locales in the same manner that companies do. Conclusion Sustainable tourism in developing countries represents an important economic aspect that can help to spur foreign investment in a broader sphere of industrial areas outside of tourism if conducted in a concerted manner. The importance of the preceding is that tourism is an important economic tool that can be utilised for broad range of areas that can benefit a developing country if its government has the vision, commitment and foresight to see the real world implications and demonstrated successes that tourism can bring. As pointed out, tourism represents a commitment to infrastructure, marketing, promotion, and the involvement of the private business sector along with the local communities that will be impacted to set the foundation for programs, facilities, business opportunities and commercial realisations that benefit the locale. Tourism is a means to change external opinions and perceptions of an area through internally directed programs such as place marketing. While some destinations may have been discovered by travellers or writers and became trendy ‘in spots’ that position will dwindle for the next ‘in spot’ unless the government takes notice and seizes the opportunity to make the location one that stays on the tourist radar. In other instances, locales can be put into the tourist arena as a result of their special circumstances and conditions, such as weather, beaches, lakes, snow, forests, wild animals, monuments and ancient cities, cultural festivals and the like , Whatever the nuance, the building of travel requires planned infrastructure to enhance the experience. Easy transport access, rent cars, power, Internet lines, police, etc. Sustainable tourism requires sustainable efforts in order to make it work. References Apostolopoulos, Y., Gayle, D. (2002) Island Tourism and Sustainable Development: Caribbean, Pacific, and Mediterranean Experiences. Praeger Publishers. Westport, CT, United States Beirman, D. (2003) Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach. Allen Unwin. Crows Nest, New South Wales Britton, S. (1991) Tourism, capital and place: towards a critical geography of tourism. Vol. 9. No. 4. Environment and Planning Development Bull, A. (1995) The economics of travel and tourism. Longman Press. Melbourne, Australia Coleman, S., Crang, M. (2002) Tourism: Between Place and Performance. Berghahn Books. New York, New York, United States Duffy-Smith, M. (2003) The Ethics of Tourism Development. Routledge. London, United Kingdom Font, X., Bendell, J. (2002) Standards for Sustainable Tourism for the Purpose of Multilateral Trade Negotiations. World Tourism Organisation. Madrid, Spain Gold, J., Ward, S. (1994) Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. John H. Wiley Sons. New York, New York, United States Hallberg, K. (2001) A Market-Oriented Strategy for Small and Medium Scale Enterprises- International Finance Corporation. Discussion Paper 40. Washington, D.C., United States Mahdi, A., Osman, M. (2000) An Assessment of the Effectiveness of Small and Micro-Enterprise Finance in Employment Creation. Retrieved on 6 January 2009 from http://www.iceg.org/NE/projects/labor/epicfinal.pdf Mowforth, M., Munt, I. (2003) Tourism Sustainability: Development and Tourism in the Third World. Routledge. London, United Kingdom Richards, G., Hall, D. (2000) Tourism and Sustainable Community Development. Routledge. London, United Kingdom Porter, M. (1980) Competitive Strategy: Techniques of Analysing Industries and Competitors. Free Press. New York, New York, United States The U.N. Commission on Sustainable Development (1999) Tourism and Sustainable Development: The Global Importance of Tourism. The U.N. Commission on Sustainable Development. New York, New York, United States UNCTAD (2002) Growing Micro and Small Enterprises in LDCs. UNCTAD, New York, United States United Nations Commission on Sustainable Development (1999) Tourism and Sustainable Development: Sustainable Tourism, A Local Authority Perspective. United Nations Commission on Sustainable Development, New York, New York, United States World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease World Travel and Tourism Organisation (1999) The Global Importance of Tourism. Commission on Sustainable Development. World Travel and Tourism Organisation, New York, New York, United States 1 Footnotes [1] World Travel and Tourism Organisation (1999) The Global Importance of Tourism. Commission on Sustainable Development. World Travel and Tourism Organisation, New York, New York, United States [2] UNCTAD (2002) Growing Micro and Small Enterprises in LDCs. UNCTAD, New York, United States [3] Mahdi, A., Osman, M. (2000) An Assessment of the Effectiveness of Small and Micro-Enterprise Finance in Employment Creation. Retrieved on 6 January 2009 from http://www.iceg.org/NE/projects/labor/epicfinal.pdf [4] Hallberg, K. (2001) A Market-Oriented Strategy for Small and Medium Scale Enterprises- International Finance Corporation. Discussion Paper 40. Washington, D.C., United States [5] Ibid [6] Ibid [7] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [8] Ibid [9] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [10] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [11] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [12] Britton, S. (1991) Tourism, capital and place: towards a critical geography of tourism. Vol. 9. No. 4. Environment and Planning Development. p. 451 [13] Mowforth, M., Munt, I. (2003) Tourism Sustainability: Development and Tourism in the Third World. Routledge. London, United Kingdom. p. 6 [14] Richards, G., Hall, D. (2000) Tourism and Sustainable Community Development. Routledge. London, United Kingdom. P. 9 [15] World Travel and Tourism Organisation (1999) The Global Importance of Tourism. Commission on Sustainable Development. World Travel and Tourism Organisation, New York, New York, United States [16] Bull, A. (1995) The economics of travel and tourism. Longman Press. Melbourne, Australia. p. 23 [17] Apostolopoulos, Y., Gayle, D. (2002) Island Tourism and Sustainable Development: Caribbean, Pacific, and Mediterranean Experiences. Praeger Publishers. Westport, CT, United States. p. 11 [18] Font, X., Bendell, J. (2002) Standards for Sustainable Tourism for the Purpose of Multilateral Trade Negotiations. World Tourism Organisation. Madrid, Spain [19] Ibid [20] Duffy-Smith, M. (2003) The Ethics of Tourism Development. Routledge. London, United Kingdom. p. 9 [21] Beirman, D. (2003) Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach. Allen Unwin. Crows Nest, New South Wales. p. 222 [22] Ibid [23] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [24] Coleman, S., Crang, M. (2002) Tourism: Between Place and Performance. Berghahn Books. New York, New York, United States. p. 53 [25] United Nations Commission on Sustainable Development (1999) Tourism and Sustainable Development: Sustainable Tourism, A Local Authority Perspective. United Nations Commission on Sustainable Development, New York, New York, United States [26] The U.N. Commission on Sustainable Development (1999) Tourism and Sustainable Development: The Global Importance of Tourism. The U.N. Commission on Sustainable Development. New York, New York, United States [27] Gold, J., Ward, S. (1994) Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. John H. Wiley Sons. New York, New York, United States. p. 41 [28] Porter, M. (1980) Competitive Strategy: Techniques of Analysing Industries and Competitors. Free Press. New York, New York, United States. pp. 34-36

The e-banking

The e-banking 1.1 INTRODUCTION This Chapter is begins with a brief introductory of E-banking. The section 1.2 provides overview of the E-banking. Next, for the Section 1.3 problem statement which is fully elaborates. Following that, Section 1.4 states the research objectives. In section 1.5 which is definition of term. Lastly, Section 1.6 underlies the organization of chapters. 1.2 OVERVIEW OF THE E-BANKING E-banking is term which means the process by a customer who may perform banking transactions via automated delivery banking products and services through electronic delivery channels. The development of service delivery channels such as E-banking, have created a new type of economy it also increasing knowledge strength in areas of business, and new forms of business (IGI Global, 2009). The growing of internet and telecommunication system at a global level has enabled E-banking services in bank sector. E-banking services are becoming an important part for business environment for the bank industry. The development of E-banking changing the lifestyle of banks customers towards financial transaction process. E-banking services found that the available time which is extend for normal business hour. Based on the speech of Tan Sri Zeti Aktar Aziz, (2003) concluded the differentiating banking products and services provided the new banking environment increased of choices, control security a nd accessibility. Thus, the most efficient and effective manner will be the key to determined performance of the financial institutions ability to deliver products and services. Hence, the E-banking carry out the regular activities to individual and corporate customer its now becomes a virtual banking. (Chai Lee Goi, 2005). Even those E-banking services can consider as more electronic-based, but it still strongly supports banking activities, such as communication, transaction and distribution (Peterson, Balasubramanian and Bronnrnberg, 1997). The system includes for E-banking to enable financial institution customers, individuals or business, to access accounts, transact business, or obtain information on financial products and services through a public or private network, including the internet. (Federal Financial Institutions Examination Council, n.d). The following figure 1 show the available of E-banking system. According to The Star online (2006) the electronic devices offered to access E-banking services using an electronic device, such as personal computer (PC), automated teller machine (ATM), telephone, or mobile phone. By using these electronic devices bank customers can access their banking accounts, such as internet banking, telephone banking and mobile banking. A banks customers can request information and carry out most retail banking services via computer, television or mobile phone which is the several types of E-banking services. Since 1st June 2000 Malaysia Bank has been offering E-banking when domestic banking institution were allowed to provide a full range of banking product and services over the internet. In January 2001-2002, locally incorporated foreign banks were allowed to set up communication website and transaction website. 1.3 PROBLEM STATEMENT This paper is to develop understanding of influencing factor of Electronic Banking services adoption among youth. The study of Lewis and Bingham (1991), who can be classified as youth and aged between 15 and 24 years, this group of age people who mostly using internet and mobile services. The youth are more likely adopt the new technologies. On the other hand, youth shows more interest at using the E-banking services. E-banking services is rapidly using by customer for the personal transaction purpose. More recently, young people under the age of 25 have been identified as the group showing the strongest preference for personal banking technologies and innovations (Bednar et al., 1995). This recent of year the usage of technology base service system such as internet are fully use by youth compare to older generation, but certain of them they are unnoticed to the easier of e-banking. So in this survey would like to improve the usage of e-banking with analyze the factor influencing the adoption of E-banking by younger customer. According the survey of SKMM (2008) the percentage share of the household user base across age groups is under 15 to 50 and above. The range of age group of youth around 15-19 and 20-24 resulted the percentage is higher than other age group. The age of 15-19 maintains around 17.9 percent to 18.7 percent in the 2005 to 2008. The other group of age 20-24 the usage of internet around 15.7 percent to 17.2 percent. A successful adoption of E-banking to public the most important is the service quality that delivers to customers. Hence, without a good quality of services will affect the profitability of financial institutions and the future development. According Jun and Cai (2001) most of the customers expectations through internet are still lagging, in order to increase customer loyalty are required to put a strong highlighting on their customer quality services, which are steadily growing competition in internet banking industry .Thus, Long term profitability is crucial for the loyalty of customer (Jun and Cai, 2001). According to the study of Kotler,P.R (1994) good service is referred to as service which creates satisfied customer, thus the remaining loyal and talking favorably about the bank and its online services. The most of the E-banking services need upgrade of the level of security, since the level of customer being attack is high by hackers. How the bank sector can across to the security factor if it is always problems occur? According to a survey by Siddharth Agarwal (2009), that main problem found customer have a fear of hacking of account and thus do not go for internet banking, and hence bank are trying their best by proving the best security options to the customer. 1.4 RESEARCH OBJECTIVES The objective of this study is to let youth customer more understanding the key factors that influence their adoption towards E-banking services. There are three major objectives of this study, namely: To understand the adoption of youth consumer towards E-banking services The main purpose of the study is to obtain the view, adoption of youth consumer towards E-banking services as nowadays E-banking plays an important role in bank sector. It examines the views of youth towards e-banking and identifies the responses of youth to these E-banking services. To identify the factor which youth consumer consider important in adoption of E-banking services The objective of the study is also identifying the factor towards E-banking services through youth opinion. A greater awareness for the important factor that youth consumer as important of E-banking services might be achieved through the study and banks sector are improve the services to run professionally. To investigate what are the main factors influence the adoption towards E-banking services among youth and to enhance the services quality. The study also provides the different factor influence among youth adoption E-banking services. By analyze the factor influence youth towards E-banking services bank sector might know the needs of youth to increase the usage of E-banking services. In this study, will define the types of E-banking and determine the influencing factor of E-banking services adoption among youth. In this study for one of the factor will adopt the technology acceptance models (TAM) as one of its research instrument. 1.5 CONTRIBUTION The main advantage of E-banking to customer is convenient and time-saving. Customer may access to their account information and conduct specific transactions through E-banking from a remote location, such as home or available at anytime. This study reflects upon opportunities to understand the E-banking services to gain more knowledge about E-banking. Other than this, this study might expose the factor influence towards youth adoption among E-banking and increase the awareness of youth through E-banking services. Lastly, this study would provide growth in E-banking services and meet the needs of customers to reach long term profitability. 1.6 DEFINITION E-banking (electronic banking): An umbrella term for the process by which a customer may perform banking transactions electronically. Youth: is the period between childhood and adulthood, the age of 15 and 24 years. Internet banking: can also called online banking, is an outgrowth of PC banking. Internet banking allows customer uses internet as the delivery channel to conduct banking activity. Mobile banking: a financial transaction conducted by logging on to a banks website using a cell phone. Telephone banking: a service allows customers to perform transactions over the telephone. ATM: an automated teller machine computerized telecommunications device that provides the customer by inserting a plastic card with a chip to access financial transactions in a public space. Primary Data : Data gathered for the research form the actual site of occurrence of event or from the respondents. Secondary Data: Data collected from existing sources like, company annual reports and others. 1.7 ORGANIZATION OF CHAPTER This study wan elaborately organized into three chapters shall to address the overall objective of this research study. Chapter One begins with an introductory part which provides overview of E-banking, problem statement, and research objectives, definition. Following that, Chapter Two is to support the study by providing the reader with relevant literature review from various journals and articles. The E-banking in Malaysia and the types of E-banking will illustrate in chapter two also. In addition, the dependent varies of convenience, security, friends and relatives influences, perceived usefulness, and personalization. Lastly, Chapter three is the research and methodology. Theoretical Framework is explained in this chapter. 2.0 INTRODUCTION 2.1 E-BANKING Studies of Olga Lustsik, (2004) discuss the role of e-channels in the banking sector as Electronic banking (E-banking). Automated E-banking service offer a perfect opportunity for minimizing costs thus, the goal of any company is to maximize profits for its owners and banks are no exception. According to Newman and Cowling (1996) believes that profitability and survival in a business is the excellent service quality to customers. The study of Jane, (2004) E-banking marketplace resulted that the consumer adoption with the success of E-banking products and services. The study of Bob Batchelor (2009) the term of E-banking or Electronic banking that describes all transactions among companies, organization, and individual and their banking institutions. The financial institutions that develop the online banking such as bill payment, money transfer and mobile E-banking, trough this services E-banking allow customers using more services. The E-banking can offer an enhanced range of services at a low cost to customers, such as cash withdrawals and cash-back transaction, deposits, payment and transfer. Therefore, in the early of electronic banking initiatives were designed reduce cost of transaction to delivery value to the customer. The low cost of E-banking services is good news for the customers on low incomes who may affordable through transaction. The system provided by E-banking should be standardized because the customer may use familiar with the procedure followed. The banks have already started focusing on increasing the E-banking services to enable the customer to perform various functions on-line, hence E-banking can be succeed if the basic features can handled well. Most of the banks have established an internet as a new distribution channel. By using the internet for the financial services it may improve the potential of customer. Thus, the banks may extend their market. However, in this study suggest that financial institution management should choose the level of E-banking services provided to various customer needs. Increasing of E-banking prevalent in the study of Shih and Fang (2004) explained that E-banking adopted by many financial institutions, E-banking functional to reduce costs, customized, short processing time, speedy and improved the flexibility of the business transaction. E-banking services offer effectively for twenty-four hours a days, seven days a week allow the customer can do their daily banking activities. 2.1.1 TYPE OF E-BANKING E-banking is the newest delivery channel of banking services. E-banking has separate in the variety types of the following, Internet banking (or online banking), telephone banking, mobile phone banking, and ATM (Automated Teller Machine). (Olga Lustsik, 2004) E-banking has transformed traditional practices in banking and explosive growth. Internet Banking The new age banking system used the new term of internet banking, also called as online banking and it is an outgrowth of PC banking.( Divya Singhal and V.Padhmanabhan, 2008) The delivery channel of internet banking to conduct banking activity such as transferring funds, paying bills, viewing checking, savings account balances and certificated of deposits. (Haque et al, 2009)In the study of Diva Singhal and V.Padhmanabhan, (2008) conduct that there are many advantages of online banking. Internet banking is convenient, operation timings, no geographical barriers and services at low cost charge.(Gonzalez et al., 2008) Internet banking increasingly managed operation activity and an main component of a multi-channel strategy to play an important role in the new banking environment. (Black et al., 2002) Thus, financial institutions now regard the internet banking as equally important to other electronic banking transaction such as automated teller machines (ATM) and telephone banking. Automated Teller Machines (ATM) In the year 1980s, Automated Teller Machines (ATM) was the first E-banking product introduced. The ATM system serves customer with the simple transactions for example checking balance, withdrawing funds or depositing and transferring money. ( Rohaya Shaari and Nor Hayati, n.d.) The overall for the ATM, it easily found in various locations and its have the extended operating hours helps customers to overcome in time and the geographical constraints. ( Shanmugam et al., 2000) In the study of Leonard and Spencer (1991), found that a great majority of customers perceived banks with ATM as being successfully. Thus, the banking industry has tried gain the technology by ATM to take the advantage productivity and customer services for carry out the daily transaction. Telephone banking Telephone banking is a channel for the delivering banking services, the banking industry use it as an alternative traditional way of delivering services to customer through branch networks. (Rizal Ahmad and Francis Buttle, 2002) Ramsay and Smith (1999) examined the Australian channel usage for telephone banking is employed by bank customers because its accessibility as well as convenience factors. According to Rizal Ahmad and Francis Buttle, (2002) the benefit by using telephone banking are convenience and control, enable customers privately using the services such as at home. Mobile banking An analysis define the mobile banking is a form of banking transaction carried out via a mobile phone and its allows bank customers to check their account balances or perform credit card transaction as well as provide information. (Hanudin and Ricardo and Mohd Zulkifli, n.d.) Mobile banking the new banking transaction services created opportunities by the rapid technological advances in mobile-based technologies, additionally the commercial banks in Malaysia have tried to improve operations and reduce costs by introduced mobile banking system. (Amin et al. 2008) Earlier studies by Luarn and Lin (2005) showed the facilitating the transactions between banks and their customers in mobile banking usefulness. 2.2 DEVELOPMENT OF E-BANKING According to Bob Batchelor (2009), the first conceptualized of E-banking in the mid-1970, when the year of 1985 some banks have been offered E-banking to customers, unfortunately the lack of internet users and the higher cost of electronic banking have stunted growth of online banking. However, in the year 1990 internet explosion lead customer transaction trough online banking. Since 2000, there 80% of U.S. banks offered e-banking and the following the year of 2001, the first bank become the top 3 million online banking which is Bank of America, in 2009 a report by Gartner Group estimated that 47 percent of U.S. adults and 30 percent in U.K. bank online. The Bank Negara Malaysia on the 1st June 2001, formally allowed local commercial banks to offer Internet banking services and in the same year June 15, one of the largest bank in Malaysia, Maybank launched the first Internet banking services. 2.2.1 E-BANKING IN MALAYSIA There is variety of services of Electronic banking (e-banking) technology, from the common such as automatic teller machine (ATM) services, phone banking, and computer banking (PC banking). (Jane M.K. and Janne M.H. and Marianne A.H.,2004). Since 1980s, the first of the emerging electronic banking in Malaysia introducing by Automated Teller Machines (ATM) the following is the Tele-banking and PC-banking in the 1990s.(MD. Arafat and Chaklader and Mohammad, n.d.) Information provided by Bank Info,(2007) to offer internet banking services in Malaysia only for the banking institutions licensed under the Banking and Financial Institutions Act 1989 (BAFIA) and the Islamic Banking Act 1983. There are 12 commercial banking and Islamic banks out of a total 25 in Malaysia which currently offering internet banking services As a result, the financial institutions in Malaysia taking the initiatives to enhance the delivery channels via the rapidly growth in technologies. By the way, the important step before end-2004 of introducing the Bankcard to replace magnetic stripe ATM cards. Hence, the ATM machine is being upgraded to MEPS (MAS Electronic Payment System) Cash transactions. This is the good started program to promote to the public and improve the acceptance of E-banking services. More customers would like to select Internet banking and ATM transactions by gaining the acceptance of electronic transaction in Malaysia with now over one million. (Tan Sri Zeti Aktar Aziz, 2003; Chai Lee Goi, 2005) Studies of Chai Lee Goi (2005), Malaysian banks proper understanding and planning for appropriate develop E-banking strategies to achieve successful in the local and global marketplace. According the result of statistic survey of SKMM (2008) showed that household use of internet average time spent around 12 hours per week. The activity on the internet such as to conduct financial delivery channel for three years, in the year of 2005 14.6 percent followed by the 2006 increase to 23.6 percent. The highest percentage compare to previous two years 2008 rise to 31.8 percent. Determined of the three year show that the usage of online transaction increasingly each of the year. List of Banks offering Internet and Mobile Banking services provided by BNM about 24 banking industry enable for internet banking and 10 banking industry offering mobile banking. The popular banks industry by offering internet banking such as Affin Bank Berhad, AmBank (M) Berhad, Bank Kerjasama Rakyat Malaysia, CIMB Bank Berhad, Citibank Berhad, Hong Leong Bank Berhad, Maybank, HSBC Bank, Public Bank, RHB Islamic Bank, and OCBC Bank etc. The mobile banking available for: AmBank, Bank Islam Malaysia, CIMB Bank, Citibank, Hong Leong Bank, MayBank and Public Bank etc. 2.2.2 E-BANKING IN REGION According to Parker,(1990) , the adoption of E-banking such as internet is growing in New Zealand. Auckland Savings Bank (ASB) in 1996 was the first bank to offer internet banking services, followed by the ASB subsidiary, BankDirect which was also the first and the only virtual bank. In the late of year 1999 Natinal Bank of New Zealand (NBNZ) and Bank of New Zealand also offer internet banking, followed the last quarter of 2001 there were around 480,000 regular internet users utilizing internet banking facilities to conduct their banking transaction through E-banking.(Christopher Gan et al.,2005) As predicted of Christopher Gan et al. (2005) that the usage of internet banking in New Zealand will continue to grow in the near future and the factor influenced New Zealand customer adoption E-banking such as price, user input, service product characteristics and individual. The E-banking in the USA is one of a wide variety services used by a disparate number of consumer, around 91 percent of US households have a bank account. (Jane M.K. and Janne M.H. and Marianne A.H.,2004 ) In year of 2003, the number of ATM transaction at 902 million per month and the number of debit transaction at 495million per month (EFT Data Book, 2003). The factor determined by Jane M.K. and Janne M.H. and Marianne A.H.(2004) affect USA consumer adopt E-banking which is convenient, compatibility, simplicity, observability and trialability. The study of Philip Gerrard and J.Barton (2003), determined the retail banks in Singapore and their internet banking activities. Retail banks are classified into either local or foreign full license banks by monetary authority of Singapore (MAS), Singapores central bank. The license banks of Singapore are offering the broadest range of financial services delivery through the internet. In the year of 1997 that the first local banks in Singapore namely DBS and UOB offer internet banking services, followed the bigger foreign banks HSBC, Citibank and Standard Charted Bank also provide financial services delivery through interne. There are the several factor affect Singapore adoption towards E-banking such as convenience, accessibility, confidentiality, compatibility, PC proficiency, economic benefits, complex procedures and innovativeness. According to Ali Ahmad, (2006) show that the Pakistan has been among the late entrants into E-banking such as ATM was setup in 1999 and 2000 internet banking was introduced. Pakistani government has already to start working towards created awareness among people for E-banking services (Hanniya abid and Umara Noreen, n.d.). The Ministry of Science Technology has been taking number of measures to promote E-commerce and E-banking in Pakistan (Dr. Shamshad Akthar, 2006). The use of ATM and E-banking products is gaining currency and most of the banks have established, offered by ATM will enhance the customer more alternatives choices to financial transaction services. In the recent years that the E-banking services such as Automated Teller Machine (ATM), Tele Banking, Internet Banking, Credit and Debit Cards etc. have growth effective delivery system in Pakistan (Hanniya abid and Umara Noreen, n.d.). Based on the study of Hanniya abid and Umara Noreen, (n.d.) found the four factors affec t acceptance Pakistan customer towards E-banking follow by usefulness, intention/attitude, ease of use and external variables. Shih and Fang (2004) study that after Taiwan enter into the World Trade Organization (WTO), it also brings foreign banks into Taiwan marketplace. Therefore, banks in Taiwan are facing the competitive in service quality and administrative efficiency. To gain the strengthen of Taiwan banks industry, Taipei Banks has establishment of new communication networks via E-banking such as internet banking, telephone banking and other digital channels. Taiwanese commercial banks have been quick to realize the competitive facing, thus in May 1999 offer E-banking services, such as fund transfer and account summary inquires. An individuals intention to adopt internet banking in Taiwan is determined by three factors: attitude, subjective norm and perceived behavioral control. In Youth Market The studies of Barry et al. (2002) show age also a significant factor to internet, the consumer which is aged 18-25 are highest preference for internet banking delivery channel. The younger consumers are more likely to adopt the delivery channels such as internet banking compare to telephone banking, because the lack of face to face contact are less important their think. Lewis and Binghamss (1991) research among aged 16-24 young people have an account at more than one bank. Thus, young people should consider are most inclined to switch financial providers (Meller, 1993). There are some banking industries tend to offer internet banking attract younger generation (Katri, n.d.). The study of Robert, (2007) youth based segmentation in the Malaysian retail banking sector concern with what values influence young consumers preference and adoption of personal e-banking product. Youth can be defining as aged between 15 24 years Lewis and Bungham, (1991) studies. In the paper examines of Robert, (2007) to examine young consumers likelihood by selection of e-banking services which have highest accessibility in Malaysia. The potential of youth in the financial services sector are seen as particularly attractive. According the study of Thomas et al., (2009) examines the youth market as a greater potential in the financial sector. The reason of the author to research youth market is because of the young people have substantial purchasing power thus, many banks are tend to seeking young customer and targeting internet banking into their market. Youth is the largest demographic group in many developed countries and is a highly lucrative segment (Josefowicz, 2003; Solomon, 2007). Thwaites and Vere, (1995) research that the basis for a relationship upon to success getting young customer at early age to introducing the services. 2.3 BENEFIT OF E-BANKING The E-banking service such as internet banking is perfectly beneficial to customers because of the savings in costs, transaction time, and space it offers. Its service conducts quick response to complaints and delivery speed of services. Overall, benefits make easier banking system to customer. (Turban et al. 2000) The appearance of internet has had an important role on the diffusion of electronic banking and it also offers new value to customers (Sara, 2007). As a result, the basic principle of banking services such as security was the potential benefits from electronic delivery channels by increase confidence of the banking public. Consumer may realize the convenience and flexibility of E-banking in meeting their daily payment needs while the use of cash and cheque to be important. The change in consumer behaviour is reflected in the increasing of electronic transaction system in our country. The finding of Marivic, (2009) believe that the bank offers e-banking services can recognize the benefits of e-banking as below: A positive effect on banks profitability to launch electronic banking To providing of banks distinction electronic business is a direct relation between increases of bank customer needs for banking services. The protecting privacy of bank customer and bank by management upon providing banking services through internet. 2.4 INFULENCING FACTOR OF E-BANKING ADOPTION Adoption The study of Rogers and Shoemaker (1971), define that consumers who before ready to adopt product or service go through a process of knowledge, persuasion, decision and confirmation. Adoption is the acceptance and continued use of a product or service. Factor Security Mathew and George (2003) the emerges from the present study is that the general population appears generally satisfied with the technological aspects of the banking industry and that banks in general are concentrating their efforts on security that customer feel are most important. The perception of respondents in the survey of Mathew and George showed the important feedback by the respondent on perception there are 93 percent of the most important dimension followed by security. The study of Volkan, (2009) define that bank sector now build up a new delivery channel for e-banking services such as internet banking. The internet banking service allow customers as well as mange their transaction application, by access to the application system a set of password is require from customer. Therefore, the necessary to take a note at the security on the eradicate fraud in electronic banking. The security program is needed provide by the bank to launch the internet banking services. The banks are responsible to assist the customer in protecting their account safety. Jun and Chai, (2001) identified the one of seventeen underlying dimension of e-banking service quality of customers expectation is security. These a critical factor for changing customer behavior is a feeling of security, and the Estonian bank have been successful in delivering user-friendly solution that is secure. According to Marivic, (2009) have determined the new system of internet banking services is require the ease of access and the security from the new generation. In additional research, appropriate security controls of e-banking products can particularly inclined business to benefit. Overall, internet banking it needs securities. Friends and Relatives Influences In an environment in which there has been a reduction in consumer trust of both organizations and advertising, thus word of mouth (WOM) offers a way to obtain a customer perceptions or action (Bansal and Voyer, 2000). WOM is a process of personal influence, in which interpersonal communications between a sender and a receiver can change the receivers behavior or attitudes (Merton, 1986). Therefore, Tan and Chua (1986) who carry out a study conducted in South East Asia found that third party influences, namely family and friends were the most important influences customer adoption bank selection. Gerrard and Barton (2001) determined the one of the factor in their study which is people influencer grouping, the people being Family, Friend. Barry et al. (2002) studies in the factor most important in encouraging and discouraging adoption of telephone and internet banking, the result showed for internet banking male respondents are more greater emphasis on recommendations from friends and family or from a newspaper. Perceived Usefulness Nima, (2008) define perceived usefulness refer to the degree to which a person believes that using a particular system would enhance his or her job performance .To test a theory of the Technology Acceptance Model (TAM) (Davis, 1989) and examines the factor that influence the adoption and acceptance of the information technology and system of internet; in the banking sector particularly for internet banking (Sara, 2007). Selecting TAM was based primarily on predictive power which is makes the model easy to apply to a different information system device ( Venkatesh and Morris2000; Kleijnen et al, 2004) Thus, TAM provides understandings of the relationship of perceived usefulness(Hanudin Amin,2008 ) Study on the TAM for internet banking by Guriting and Ndubisi, (2006) and the Kleijin et al. (2004) focused on TAM for mobile banking via short message services (SMS). Davis (1989) defined perceived usefulness as theory to which a person believes that using a particular system enhances job p erformance. Overall, Cheong and Park (2005) found that perceived usefulness may influence the intention of online purchase or mobile internet activity. Therefore, Luarn and Lin (2005), who determined