モバイル決済サービス：総合的なリサーチモデルへ向けて Industry: Toward a Comprehensive Research Model

Donald L. AMOROSO Rémy MAGNIER-WATANABE Kennesaw State University, GA, USA University of , ,

要約

モバイル・コマースは携帯電話技術 (モバイル・バンキング、モバイル・ショッピング、モバイル・マーケ ティング等の機能を含む )を使用したあらゆるアプリケーションに適用されており、その結果として非接触 型の決済システムが生じている。日本はかねてから、これらの技術を発展させ自らの文化に適合させてきた が、いまだ総合的なフレームワークは明らかにされていない。私たちはモバイル決済についての 24の実証 的研究報告を基にして、 11の構成要素から成る統合的モデルを提示する。このフレームワークを使って、 日本における /Pasmoのモバイル決済システムの実情を発表する。

Abstract Mobile commerce refers to all applications using mobile technology that involve functions such as mobile banking, mobile shopping, and mobile marketing, resulting in a system. Japan has been developing and integrating such technology into their culture for some time, yet no single comprehensive framework has emerged. Based upon the review of 24 empirical studies on mobile payments, we propose an integrated model with eleven constructs for mobile payment adoption. Using this proposed framework, we present the case of the Suica/Pasmo mobile payment system in Japan.

mobile phone mobile wallet application, and then pay 1. Introduction their bills at any Sevel Eleven convenience store in Japan has some of the most advanced and diverse Japan by holding their over the card readers set up at mobile applications in the world (ITIF, 2009). the counter (Seven-Eleven Japan, 2009). According to a survey conducted by the Bank of Japan Yasuoka (2009) reports that the decrease by in April 2010, when asked about the meaning of 0.04% in the circulation of money announced by the electronic payments, more people think of payment Bank of Japan in 2006, the first time since 1971, can be systems using value-stored IC cards or mobile phones attributed in part to the increase usage of electronic that they wave in front of dedicated card readers (Bank money. However, the high penetration rate of mobile of Japan, 2009). Some public transportation operators phones and the existence of a majority of mobile in the Tokyo area offer parents a service to monitor phones capable of making mobile payments (ITIF, their children’s movements on the transportation 2009) cannot alone explain the success of mobile network, based on their use of their IC-based payments. The United States enjoys a similar transportation pass. Indeed, Japanese children usually penetration rate of mobile phones, but that country start going to school on their own from the age of six offers mobile payment systems on a trial basis only, and a service such as Tokyu’s Kids Security Service, whereas Japan boasts more than 90 million active cards enables parents to receive email notifications to their or mobile phones engaging in mobile payments for mobile phone every time their children go through a Suica/Pasmo and (Suica, 2009a; Suica, 2009b; ticket gate and use their IC pass (Tokyu Security, Suica, 2010, Edy, 2009; Edy, 2010). 2010). Odakyu Railways offers a similar service that Although the literature abounds with various caters to the children that use Odakyu Lines with models exploring the determining factors of mobile PASMO (Odakyu Anshin Goopas IC, 2007). payment system adoption, no single framework has yet According to Mediba (2010), in a recent survey of emerged on those critical constructs from the 900 respondents, 92.9% were aware of their mobile consumer’s perspective. Therefore, through a thorough phone’s capability to make electronic payments. And review of existing studies, this paper aims at proposing 23% actually said they used their mobile phone as a comprehensive model of mobile payment adoption. electronic wallet also known as Osaifu–Keitai. In 2009, NTT Docomo and Seven-Eleven Japan started “Kazasu 2. Literature review and Research Model Seikyusyo” (holding your bill in the air), a service Based on the review of 24 recent papers on allowing people to receive billing statements to their mobile payments, this research retains eleven 1 constructs (Table 1) and proposes the following model stored-fare railway ticket and commuter pass to as an integrated framework for mobile payment shopping by beginning Suica electronic money services adoption (Figure 1). Several other constructs deemed in March 2004, in order to “capitalize on the potential redundant, such as perceived performance expectancy of Suica as a means of settling transactions for small and perceived credibility, or unsupported in previous sums” (JR East, 2009, p. 36). Pasmo, ever since its studies, such as past experience, were excluded from introduction in March 2007 by Tokyo-area private the framework. railways, subways, and bus companies, has been Specific hypotheses linking the model’s different interchangeable with Suica. constructs have all been supported in prior research. The case of Suica is used thereafter to illustrate this model. Table 1. Model constructs 1. Behavioral intention to use A measure of the strength of one’s intention to perform a specified behavior (Fishbein and Ajzen, 1975, p. 288) 2. Perceived ease of use The degree to which an individual believes that using a particular system would be free of physical and mental effort (Davis, 1993, p. 477) 3. Perceived usefulness (similar to perceived performance expectancy) The degree to which an individual believes that using a particular system would enhance his or her performance (Davis, 1993, p. 477) 4. Social influence Figure 1. Integrated model of mobile payment The degree to which an individual perceives that adoption important others believe he or she should use the new system (Venkatesh et al., 2003) As of February 2010, there were about 42 million active Suica/Pasmo cards in circulation, of which 94% 5. Attitude toward using are equipped with the electronic money function, An individual’s positive or negative feeling about performing the target behavior (Fishbein and Ajzen, accepted at about 83,000 points of sales. Suica/Pasmo 1975) cards can be used in the on the 6. Facilitating conditions entire transportation network of JR East and those of The belief about the accessibility to resources necessary about 12 private railway and bus operators, as well as to facilitate any service (Cheong et al., 2004) on other JR transportation networks in densely 7. Perceived risk populated areas throughout Japan (Suica, 2010). As of The subjective belief of suffering a loss in pursuit of a August 2009, 82.8% of residents in the Tokyo desired outcome (Featherman and Pavlou, 2003) used electronic money, with an 8. Perceived value average monthly transaction amount of ¥6,000 ($61 to Trade-off between what customers receive, such as $65) and an average of seven transactions per month quality, benefits, and utilities, and what they sacrifice, (ITIF, 2009). such as price, opportunity cost, time, and efforts (Cronin Suica/Pasmo cards can be recharged at any ticket et al., 1997, 2000; Keeney, 1999; Zeithaml, 1988) vending machines found in every station of 9. Perceived security and privacy participating transportation networks. Suica/Pasmo- The degree to which a customer believes that using a enabled mobile phones are linked to a credit card. EDY particular mobile payment procedure will be secure cards and EDY-enabled mobile phones can typically be (Shin, 2008; Yenisey et al., 2005) recharged at the register of participating convenience 10. Trust stores and at dedicated charging machines found on The belief that vendors will perform some activity in premises of participating retailers. The two systems can accordance with customers’ expectations (Gefen & Straub, 2004; Pavlou & Gefen, 2004) only be recharged in 1,000-yen increments, with a ceiling of 20,000 yen for Suica/Pasmo cards, and 11. Attractiveness of alternatives 25,000 yens for EDY cards. The reputation, image and service quality of viable competing alternative available in the market place One reason for the success of Suica has to do with (Bendapudi and Berry, 1997; Jones et al., 2000) the pricing of commuter travel in Japan. Before Suica, when traveling from station A to B, commuters had to refer to a detailed route map to work out the fares to 3. The Case of Japan: Suica/Pasmo their destinations; fares are calculated based on the Suica, started by East Japan Railway Company number of stations travelled on any given line and (JR East) East in 2001, is a prepaid IC card that could commuters had to purchase yet another ticket if originally be used on the JR East network in the Tokyo traveling on another network during their journey metropolitan area and later included other adjacent through the Tokyo area. In case commuters had areas. JR East expanded the IC card’s functions from purchased a ticket whose fare insufficiently covered their journey, they had to pay the difference at fare- 3.5. Perceived risk adjustment machines before exiting through the gates. In the pursuit of the stated outcome of travelling This option still exists today, favored mostly by elderly on the rail network, Suica offers many more or occasional users. functionalities than the old magnetic-stripe ticket and The Suica rechargeable fare card solved that its rather limited amount stored (20,000 yen maximum) major hassle of having to calculate the fare of each mitigates any potential loss, and thus contributes to journey. And since it is now completely very low perceived risk. interchangeable with the Pasmo card in the greater Tokyo area, it is supported on virtually any train, 3.6. Perceived value tramway, and bus system. And because of its stored- Suica started out as a simple contactless fare fare function, fare settlement is done automatically at payment system, whose usage and balance are the gate when passengers ride a train beyond the area displayed every time the user goes through the ticket covered by their commuter pass. gate. Moreover, the same information as well as a 3.1. Perceived ease of use complete historic of all transactions can be displayed and printed at any ticket machine in any train station. Capitalizing on its transportation application, The many more benefits offered by Suica, together Suica is a means of payment that users have been with the zero-cost element (500 yen refundable upon carrying and using for several years. The mobile return of the card), and additional features such as the payment capability is a natural extension, whose replacement of stored value in case of loss of a nominal modus operandi is identical to that of the transportation card, contribute to a high perceived value. application. And instead of waiting in line at a ticket machine, passengers can simply touch their Suica card 3.7. Perceived security and privacy to the automatic fare collecting gate and pass through To date, there has been no report in Japan of immediately. compromised security of the system, contributing to 3.2. Perceived usefulness high perceived security and privacy among the public. The basic Suica card is anonymous, ensuring that no Because Suica originally started as a rechargeable one can glean any information about the user from the public transportation card solving the issue of card. A nominal card can be replaced along with their calculating the fare for each trip, it immediately stored value at the time of reporting its theft or loss. appeared as a useful system that quickly gained Suica, using Sony Felica’s contactless IC technology popularity. Dedicated Suica ticket gates acted as contains many layers of security, making it nearly incentives towards greater speed and efficiency for impossible for someone to counterfeit and use it. commuters. A later improvement added a mobile Furthermore, the Felica technology has been certified payment functionality allowing users to purchase under ISO/IEC15408 EAL4, an international standard goods and services in and around train stations. for security evaluation. 3.3. Social influence 3.8. Trust When launched, Suica was heavily promoted in On the issue of trust using a new payment system, and around train stations, with commercials featuring the credibility of the issuer and the confidence of idols and singers popular with both younger and older potential users are of prime importance. As for Suica, crowds. From its inception, Suica has been featuring a JR East has considerable positive brand recognition in penguin mascot appearing in every commercial, and Japan, stemming from the fact that the company is a usually interacting with particular Suica users or former state-owned entity that is today the largest potential users of all ages. Recent advertisement passenger railway company in the world. campaigns promoting mobile Suica appeal to the specifically Japanese frugality and attention to waste; 3.9. Attractiveness of alternativeness pointing out that most mobile phones support the The only alternative to Suica for transportation is mobile Suica application, not using it amounts to an the magnetic-stripe ticket. As explained previously, inefficient behavior in the sense it is a waste not to take Suica offers many more benefits for similar or lower advantage of that functionality. perceived risk. The real issue resides in the existence of 3.4. Facilitating conditions several alternatives to Suica as a means of payment either in the form of a card-based or mobile phone- From its launch, Suica has always been a no-cost based electronic wallet. In this area, Suica competes option. The 500 yen necessary to purchase the card are directly with cash and credit cards, but not alternative refundable if the user returns his or her Suica card. And electronic or mobile payment systems such as rival cards are available and rechargeable at every station, Edy. Historically, because JR has owned real estate in which are not only ubiquitous in the Tokyo landscape, and around train stations, it has pressured store tenants but also accessed daily by the majority of the urban to accept Suica as a means of payment and limit the population. Dedicated Suica ticket gates acted as acceptance of Edy. Also, credit cards are usually not incentives towards greater speed and efficiency for accepted for small payments in Japan, leaving the door commuters. open for Suica. And because the majority of the Tokyo 3 population holds a Suica card for transportation Experiments in e-products and e-services, Omega 32(6), 407- purposes, it effectively locks in customers and creates 424. switching costs for payment alternatives. ITIF (2009). Contactless mobile payments (Stephen Ezell), the Information Technology& Innovation Foundation (ITIF), 4. Conclusion November 2009. This comprehensive model attempts to integrate Jones, M.A., Mothersbaugh, D.L. and Beatty, S.E. (2000). all the consumer-related variables affecting the Switching barriers and repurchase intentions in services, adoption of mobile payment systems. This conceptual Journal of Retailing 70(2), 259-274. model will be followed by questionnaire surveys JR East (2009). 2009 Annual Report, JR East, available at conducted in the United States and Japan for further http://www.jreast.co.jp/e/investor/ar/2009/pdf/ar_2009_all.pd validation. 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