移动支付的使用和接受条件

MPRAMunichPersonalRePEcArchiveConditionsforacceptanceandusageofmobilepaymentproceduresPousttchi,KeyUniversityofAugsburg2003Onlineat:49Pousttchi,K.:ConditionsforAcceptanceandUsageofMobilePaymentProcedures.In:Giaglis,G.M.;Werthner,H.;Tschammer,V.;Foeschl.K.:mBusiness2003-TheSecondInternationalConferenceonMobileBusiness.Vienna,2003.(pp.201-210)CONDITIONSFORACCEPTANCEANDUSAGEOFMOBILEPAYMENTPROCEDURESKeyPousttchiUniversityofAugsburgChairofBusinessInformaticsandSystemsEngineering(WI2)Universitaetsstrasse1686159Augsburg,[e-mail](MP)iscrucialfor,butnotlimitedtomobilecommerce.Thekeytomobilepaymentacceptanceisinthehandsofcustomers.InthispaperweexaminetheconditionsforacceptanceandactualusageofMPproceduresbythecustomer.Weidentifyessentialconditionswhichbelongtothecategoriescosts,securityandconvenience.Differentpreferencesleadtoanindividualsetofessentialconditionsforanysingleuser.Weproposeaschemefortheirrepresentationandcomparisonand,basedontheseresults,examinetherelevanceofthedifferentcriteriawithempiricalresults.Addition-ally,weproposeanapproachtoacommensurateconditionfortheusageofMPproceduresbasedonthetheoryofinformationaladdedvalues.Finally,applicationsandconstrictionsoftheresultsareshownandanoutlookonthefutureofmobilepaymentisgiven.1INTRODUCTIONAccordingtorecentstudies,mobilecommerce(MC)revenuesareexpectedtorisefromapproximately3,4billionUS-$in2002upto22,2billionUS-$worldwidein2005,whereof57%areinthebusiness-to-consumersegment(Graumann/Köhne2002).SkepticismmaybeadvisableforanypredictionofMCturnoverfiguresaswesawmanyofthemcomeandgointhelastyears,butthetendencystillre-mainsundoubted.Aswasalreadyobservableinelectroniccommerce(EC),thepotentialofbusinessmodelsonlybasedonsponsoringoradvertisementislimited.Inordertogeneratedirectrevenuesfrombusiness-to-consumer(B2C)MC,adequateformsofpaymentarerequired.WhereasinB2CECwestillseethedominanceoftraditionalpaymentsystemssuchascashondeliveryorsaleonaccount(cf.e.g.Stroborn2002),apaymentsystemforMCwillbetypicallynotadequateuntilitsharesfundamentalcharacteristicsofthemobileofferitistobillfor,inparticularitsubiquity(Pousttchietal.2003).Fromthispostulationfollowsthenecessityofmobilepayment.Asisshownlater,MPiscrucialfor,butnotlimitedtoMCscenarios.Onthecontrary,usabilityofanMPprocedureinscenariosothersthanMCisrelevantforitsacceptance.Wedefinemobilepayment(MP)asthattypeofpaymenttransactionprocessinginthecourseofwhich-withinanelectronicprocedure-(atleast)thepayeremploysmobilecommunicationtechniquesinconjunctionwithmobiledevicesforinitiation,authorizationorrealizationofpayment.Forpurposesofthispaper,werefertothetermpaymentsystemswheneverwediscussageneralpaymentmethodsuchascash,electronicpaymentorMP.Werefertothetermpaymentprocedureswheneverwetalkaboutconcretesolutionssuchasm-pay,Paypalor(theformer)Paybox.Pousttchi,K.:ConditionsforAcceptanceandUsageofMobilePaymentProcedures.In:Giaglis,G.M.;Werthner,H.;Tschammer,V.;Foeschl.K.:mBusiness2003-TheSecondInternationalConferenceonMobileBusiness.Vienna,2003.(pp.201-210)Theexaminationoftheevolutionofpaymentsystemsshowsthatthekeytoacceptanceisinthehandsofcustomers.Twowell-knownexamplesarethespreadoftheUScreditcardsysteminEurope(al-thoughmerchantswerenotenthusiasticabouthandingover3to5percentoftheirrevenuetocreditcardissuers)andthesimpledebitprocedureinGermany(althoughbankstriedhardtopreventthisinfavorofsellingtheirpoint-of-saleterminalstomerchants).ThesesystemsfinallysupersededtheEuro-cheque,whichdominatedthemarketformanyyears,becauseofthemarketpowerofcustomerswhowantedtousethemregardlessofthepreferencesofbanksormerchants.Severalstudiesshowthatagoodmanycustomersareinprincipleinterestedinandwillingtousetheirmobiledeviceforpaymentpurposes,evenoutsideofMC(e.g.Graumann/Köhne2002p.380,Kreyeretal.2002a,Speedfacts2001).ButstillMPasanestablishedpaymentsystemseemstobeadistantprospect.InthispaperweexaminetheconditionsforactualutilizationofMPproceduresbythecustomer.InordertounderstandwhatisnecessarytoturnamobilephoneuserintoanMPuser,wehavetodiffer-entiatetheessentialandcommensurateconditionsforthis.FulfillingallessentialconditionscausesacustomertoacceptanMPprocedureasausablemethodofpaymentinprinciple(andthus,atleast,nottoexcludeitsusage),whilefulfillingoneofthecommensurateconditionscouldturn,then,thisaccep-tanceintoactualusage.Eachofthesetworepresentsasinglestepofchangeoftheuser'sattitudeto-wardsMP.Asitisimportantfortheunderstandingoftheuser'sview,webeginwithanidentificationoftherele-vantpaymentscenariosinsection2.Subsequentlythedifferenttypesofconditionsareexamined,firstlytheessentialconditionsinsection3,secondlythecommensurateconditionsinsection4.Insec-tion5wedrawconclusionsforthedevelopmentofMPproceduresandthefuturemarketevolution.TheempiricalstatementsoncustomeracceptancemadeinthispaperrefertotheGermanmarketastheyarederivedfromtheresultsofthemobilepaymentsurveyMP1whichwasconductedbytheUni-versityofAugsburginOctoberandNovember2002.