African Journal of Marketing Management Vol. 4(4), pp. 130-151, April 2012 Available online at http://www.academicjournals.org/AJMM DOI: 10.5897/AJMM12.020 ISSN 2141-2421 ©2012 Academic Journals Full Length Research Paper Analysis of consumer attitudes towards integrated circuit (IC) cards Yasuo Ishii 1*, Yuki Higuchi 2, and Kazuhiro Takeyasu 2 1Department of Management Design, Osaka International University, 3-50-1, Sugi, Hirakata, Osaka 573-0192, Japan. 2Osaka Prefecture University, 1-1 Gakuenchou, Sakai, Osaka-fu 599-8531, Japan. Accepted 28 October, 2011 This paper analyzes the attitudes of consumers towards integrated circuit (IC) cards, which has a big influence on the buying behavior of consumers. For this purpose, we created a questionnaire survey of using IC card on purchasing, and we utilized the text mining method. In reviewing past researches, some related researches were used, but the analyses were based on simple accumulation, though there have been a few investigations on this. The purpose of this survey is to examine the attitudes of consumers to the convenience and need of purchasing with IC card. Additionally, this survey seeks to clarify the general opinions of consumers concerning an IC card system. Moreover, this survey strives to learn about consumers’ awareness of the IC card system, their expectations for the IC card system, and the information they need. Some interesting and instructive results were obtained. These were utilized for constructing a much more effective and useful IC card system. Key words: Integrated circuit (IC), consumers, key graph, electronic money, attitudes. INTRODUCTION Electronic money usage is widespread at the present Suica and Edy which were easier to issue from 2001. time such as integrated circuit (IC) traffic cards on the Afterward, 2 major groups of the retailing business newly railroad. Payment by electronic money has become issued the group cards such as nanaco and WAON in possible in such places as convenience stores, April 2007. They made the enriched card of the point supermarkets, and restaurants as well as railroads. program to become popular in promoting payment inside There are two types of electronic money and they are the convenience store and supermarket. As a result, categorized by payment method. One type is the prepaid nanaco of the “Seven & Eye Holdings” sprang to the top, type which is centered on JR East’s Suica, private at the number of the purchase payments within only 2 railways’ PASMO in the Kanto region (metropolitan area) months after being launched in June, 2007. At the same and bitWallet Edy issues, and the other is the post-paid time, as the rapid popularization of the IC card was type. There are some electronic money such as iD, promoted, the severity of companies contending for new QUICPay and Smartplus which are connected to the customers increased greatly. credit card mainly in the cell phone wallets and private General summary of the prepaid type of electronic railways’ PiTaPa in the Kansai region. money is shown in Table 1. Number of cards issued by Use of the traffic system and convenience stores was the prepaid type of electronic money has already developed mainly in the prepaid type of IC cards such as surpassed 120 million at the time of September 2009. It means that each person has more than 1 card in average. Reviewing past researches including the following *Corresponding author. E-mail: [email protected]. Tel: +81-72-858- (Arcar and Day, 1980; Osawa, 1992; Ueda et al., 1987), 1616. Fax: +81-72-858-0897. there are some related researches made on this. Oshima Ishii et al. 131 Table 1. General summary of electronic money of prepaid type (Number of card issue at the time of September 2009). Main promoting Number of card Number of settlement Electronic money Starting period company issue (Million) (Million) Edy Sony etc. 2001 52.00 25.00 Suica JR East Japan 2004 27.35 28.37 PASMO KEIO Railway etc 2007 13.42 12.28 WAON AEON 2007 11.30 25.30 nanaco Seven & i Holdings 2007 9.0 35.00 Based on data from Nihon Keizai Shinbun-Sha (6/Nov./2009). (2005) clarified that electronic money is more superior The major single variable summary results of the than IC credit for the settlement of small account. questionnaire investigation are shown in Table 2. Nakashima (2007) made an overview of current Analysis methods were as follows and the questionnaire Electronic money status in Japan. Oyama et al. (2006) results are analyzed in five methods. Firstly, summary of built made of cash currency and applied to Electronic single variable is executed in order to examine the money. Kurokawa A., et al. (2003) analysed the “FeliCa” pattern of responding to each item. Secondly, analysis by technology and its application. There are some related Multi-corresponding analysis is executed in order to papers such as these, there are few papers concerning visualize the relationship among the items. Thirdly, consumers’ analysis for the need of the purchasing with analysis by Factor analysis is executed so as to clarify IC card. the viewpoints of important factors. Fourthly, We utilize the Key Graph method for the analysis, Quantification Method Ⅱ is executed in order to analyze which is also a relative new method (Osawa et al., 1999; the contribution of each item to the total index. Fifthly, Osawa, 2003) and we can hardly find researches in these analysis by Key Graph is executed in order to grasp the fields using this method. This paper analyzes how total structure of the items, which are summarized in electronic money was introduced into the market at Table 3. present under the rapid popularization of using IC cards, which have a big influence on the buying behavior of consumers and how they will become popular in the ANALYSIS BY SINGLE VARIABLE future. While considering the advantages and disadvantages of the various kinds of electronic money, a Usage condition of electronic money true appearance of the development of electronic money using IC cards is discussed. We show the usage condition of electronic money The purpose of this survey is to examine the attitudes concerning the following questions in Figure 1. of consumers to the convenience and need of purchasing with IC card. Additionally, this survey seeks to clarify the Q1. What kind of electronic money do you have? general opinions of consumers concerning the IC card Q2. What kind of electronic money do you use? system. Moreover, this survey strives to learn about Q3. What kind of electronic money do you use the most? consumers’ awareness of the IC card system, their expectations for the IC card system, and the information Electronic monies of high holding rate are IC traffic cards they need. such as Suica, PASMO, ICOCA and PiTaPa. Another genre card is Edy. By analyzing Q3 (What kind of electronic money do Questionnaire research you use the most?) for Kansai and Kanto regions, we can A questionnaire investigation was carried out using IC obtain Figures 2 and 3. Regional traffic cards occupy card on purchasing. The outline of the questionnaire more than 70%. In Kansai region, ICOCA and PiTaPa research is as follows: occupy 73% and in Kanto region, Suica and PASMO occupy 88%. 1. Scope of investigation: Student, a member of society etc., Japan. 2. Period: October to December 2008. Reason to use electronic money (Q4) 3. Method: Mail and self writing. 4. Collection: Number of distribution is 500, number of The biggest reason is “ Able to use as a ticket for a collection is 348 (collection rate 69.6%) and number of railway and / or bus”, then ““ Able to settle payments valid answers is 346. without having change”, “ Able to get additional points” 132 Afr. J. Mark. Manage. Table 2. Major single variable summary results. Question Answer Number of answer Share Hold 265 76.8 Q1. Hold Electronic Money Do not hold 80 23.2 -20 13 3.8 -30 137 40.2 -40 86 25.2 Q13. Age -50 61 17.9 -60 42 12.3 60- 2 0.6 Male 255 74.6 Q14. Sex Female 87 25.4 Kanto Region 118 35.1 Q15. Residence Kansai Region 194 57.7 Miscellaneous 24 7.1 Table 3. Analysis method. Step Aim of analysis Used method 1 Examining the pattern of responding to items Single variable analysis 2 Examine the relationship among questionnaire items about important factors Multi correspondence analysis : (Positioning) 3 Clarifying the viewpoints and axes for the important factors Factor analysis : (Extracting) 4 Analyze the contribution of each item to the total index Quantification method Ⅱ: (Contribution) 5 Visualize the Total structure among questions systematically ⇒ Important factors are extracted Key graph analysis: (Text mining) 140 120 100 80 60 haveHave 40 20 useUse 0 mostMost use use Edy Suica ① ICOCA PiTaPa WAON Cmode nanaco ⑧ｉＤ PASMO ② ⑥ ⑦ ⑤ ⑬ ④ QUICKPay ③ Smartplus Visa Touch Visa ⑨ ⑩ Podel(taspo) ⑪ Miscellaneous ⑫ ⑭ Figure 1. Usage condition of electronic money (Q1, Q2, Q3). Ishii et al. 133 Visa Kansai PASMO Touch Edy Suica 1% 1% 9% 6% ID 6% nanaco 2% PiTaPa WAON 37% 2% ICOCA 36% Figure 2. Most used card (Kansai region). Kanto Visa PiTaPa ID ICOCA Touch 0% 2% WAON 0% 0% 0% nanaco Edy 2% 8% PASMO 35% Suica 53% Figure 3. Most used card (Kanto region). as shown in Figure 4. shown in Figure 5. Important points when using electronic money (Q7) The place electronic money is often used (Q8) We can observe that ““ ①Able to use when buying at “① Convenience store” is the most often used and then the shop (usually used)” is the most important point and “③Shop in station”, “⑪Only railway” and “ ⑥Vending then “ ⑪Convenient to settle debts” and “ ②There are Machine” as shown in Figure 6.