Customer attitude towards stored value cards : a study of two cases in Hong Kong

Pao Yue-kong Library Electronic Theses Database

Customer attitude towards stored value cards : a study of two cases in Hong Kong


Author: To, Hung-wai
Title: Customer attitude towards stored value cards : a study of two cases in Hong Kong
Degree: M.B.A.
Year: 1999
Subject: Stored-value cards -- China -- Hong Kong -- Case studies
Electronic funds transfers -- China -- Hong Kong -- Case studies
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: ix, 48, [32] leaves : ill. ; 30 cm
Language: English
InnoPac Record:
Abstract: Various forms of electronic fund transfer systems had over thirty years' of development history. The latest payment product was the re-loadable stored value cards that were the result of smart card technology deployment. The two stored value card systems in Hong Kong were Mondex/Visa Cash cards in the financial market and Octopus card in the public transportation market. They experienced very contrasting adoption rates in the society. This paper proposed a generalized adoption model that related three different adoption definitions to seven customer attitude elements, 'knowledge', 'perceived acceptability', 'reputation', 'perceived benefits', 'safety perception', 'preference to existing products', and 'continuous innovation'. The paper documented a quantitative research and using the SPSS statistical analysis program to interpret the data. Logistic regression analysis confirmed that 'knowledge', 'perceived benefits' and 'continuous innovation' related significantly with the stored value cards ownership. For non-cardholders, the aspect of likelihood to adoption positively related with card 'perceived acceptability', 'safety perception' and 'continuous innovation'.

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