|
Title:
|
FROM A RETAIL-BASED E-MICROPAYMENT PROGRAM TO A MULTI-PURPOSE PROGRAM: WHICH CRITICAL FACTORS ARE NEEDED FOR SUCH A TRANSFORMATION? |
|
Author(s):
|
Wee Kheng-tan , Yu-jie Tan |
|
ISBN:
|
978-972-8924-89-8 |
|
Editors:
|
Sandeep Krishnamurthy |
|
Year:
|
2009 |
|
Edition:
|
Single |
|
Keywords:
|
i-cash; network effect; DEMATEL. |
|
Type:
|
Full Paper |
|
First Page:
|
89 |
|
Last Page:
|
96 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
Micropayment is common in retail outlets and public transport system. Numerous electronic micropayment programs
have been introduced to reduce the need for users to carry cash. However, many such programs are not successful. Hence
there is a need to understand the critical factors which contribute to the success of e-micropayment programs. This study
used i-cash; an electronic wallet introduced and used in 7-Eleven, the largest convenience store chain in Taiwan, for such
an investigation. Furthermore, i-cash was used for an additional reason. With the recent regulatory relaxation; it is now
possible for i-cash to be transformed from a single purpose, retail-based e-micropayment to a multi-purpose one. Through
the Decision Making Trial and Evaluation Laboratory (DEMATEL) method, this study shows that network effect plays a
very important role in the success of e-micropayment system and is also instrumental in the transformation of a singlepurpose
e-micropayment program to a multi-purpose one. The factors influencing the development of e-micropayment
programs are highly inter-related and in fact, re-enforce one another, leading to positive feedback and bandwagon effect.
It is found that factors such as reliability, more value-add locations, acceptance by merchants and users not only increase
the popularity of the system, they also affects and re-enforces other factors through a positive feedback loop. |
|
|
|
|
|
|
