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Intercultural Differences and Trust as Key Determinants for the Acceptance of Digital Payment Systems
2
AGENDA
Eye Square – World Usability Day Berlin 201231.10.2012
WHO IS EYE SQUARE?
KEY DETERMINANTS
CONCLUSION
3
WHO IS EYE SQUARE?
KEY DETERMINANTS
CONCLUSION
AGENDA
31.10.2012 Eye Square – World Usability Day Berlin 2012
Who is eye square?
31.10.2012 Eye Square – World Usability Day Berlin 2012
For more than eleven years, world leading company in the field of implicit user research
Focus on User Experience, Brand & Media and Shopper Experience
Pioneers in the use of eye tracking and the collection of physiological data in user research
Client base consisting of national and international companies such as: eBay, LG Electronics,Google, Yahoo!, Otto, Deutsche Bank and Procter & Gamble.
.
We understand users world-wide
eye square global studies
USABrasil
Russia
JapanChinaSouth KoreaTaiwan
MalaysiaIndonesia
Office LondonBerlin
Headquarter
Office Seoul
Office Tokyo
NorwayGreat Britain
NigeriaSouth Africa
BelgiumFranceSpanItally
PolandCzech Republik
7
WHO IS EYE SQUARE?
KEY DETERMINANTS
CONCLUSION
AGENDA
Eye Square – World Usability Day Berlin 201231.10.2012
SYSTEM and CONTEXT characteristics influencing acceptance of digital payment systems
Eye Square – World Usability Day Berlin 201231.10.2012
Culturecultural characteristicsinstitutional trustcorruption
Institutionsaccess to institutional
finance system
Technologyinternet- and mobile usage
costs & availability of digital payment systems
Digital Payment Systemlatency of payment
usabilityportability
Trust-driving system characteristics
1. Ease of Use: clear & comprehensible features
2. Orientation: the user must always understand where he is in the process
3. Control: possibility to check and correct previous steps & data
4. Feedback on recent actions
5. Professional Design: minimalist design, consistent font size and wording, correct spelling
6. Smooth Technical Process
931.10.2012 Eye Square - World Usability Day Berlin 2012
CONTEXTTom travels world-wide
Eye Square - A Footer Example
He takes with him:
Tom was born and raised in Germany. He is 32 years old and from Düsseldorf . From there, he wants to start a round-the-world trip
TomTom starts his trip in Berlin
At first he wants to get something to eat. In
the restaurant Tom pays with Cash. He
would not pay by credit card which is often not possible anyway.
Like 50% of the Germans Tom likes to shop online. In online shops he mostly pays by
Invoice or with PayPal.
Although he uses his smartphone to browse online stores, he doesn‘t pay via his mobile
device due to Safety Concerns.
31.10.2012 Eye Square - World Usability Day Berlin 2012 12
Institutions• High density of bank branches: ~ 2.037 people/bank • Increasing number of ATMs (1/1.300 people)• Online banking is commonly used (44%)• 33% of the Germans own a credit card
Culture• High Uncertainty Avoidence (UAI: 65, „German Afraid“)• Industrialized country with the lowest trust in finance sector: 17%• Industrialized country with the lowest trust in the technology: 65%
Technology• 113,61 million mobile phone contracts• 75,6% internet users• eCommerce payment methods: Invoice (42%), PayPal/Click&Buy
(21%), Credit card (17%)
Take away German’s fears …
Culture• High uncertainty avoidance tendency (UAI: 65, „German Angst“)• Industrial country with the lowest trust in finance sector (17%)• Industrial country with the lowest trust in technology (65%)
• Population: 81,73 million
• High Income (OECD)
“I want to protect my data…!“
Why do you feel that your smartphone/tablet is not safe when shopping?
1331.10.2012 Eye Square - World Usability Day Berlin 2012
“I do not want to use the internet for
payments in general!“
“I‘m afraid that someone gets to the data. In addition, you are
always logged in with an app. If my mobile is stolen, others can easliy access my account in the shopping
portal.”
“ Why do online shops always offer
PayPal? Not everyone has trust
in PayPal!“
“Hackers can hack the app.
Unfortunately, this happened to me
before.“
“With my iPad I do not want to pay via PayPal. This payment
method doesn’t seem to be safe enough for the iPad .“
Tom arrives in the USA.
He is happy that he is able to pay by Credit Card everywhere, even a cup of coffee.
In the subway, he watched a man next to him
transferring money online via an Online Banking App.
He pays for his new Nike sneakers which he bought
online via PayPal. It is available in all online stores.
Higher trust, higher acceptance
15
Institutions• Relatively high density of bank branches: ~2.800 people/bank• ~80% of all households have at least one credit card
Culture• Low uncertainty avoidence (UAI: 46) • Industrialized country with highest confidence in Finance sector:
41% • High technology trust: 81%
Technology• 331 million mobile phone contracts • 78,6 % internet users
31.10.2012 Eye Square - World Usability Day Berlin 2012
Culture• Low uncertainty avoidance tendency (UAI: 46) • Industrialized country with highest confidence in finance sector
(41%) • High trust in technology (81%)
• Population: 311,6 million
• High Income (OECD)
Tom is now in Moscow !
He rides into the center of Moscow and fortunately finds a bank.
He picks up a large amount of money, as he has heard that in Russia most of the payment is
done by Cash. Probably he won’t be able to
use his credit card.
He visits a former classmate who bought a new couch from a website selling second-hand
items. For payment, his friend wants to meet the seller in person. The couch is delivered
and his friend pays by cash.
Tom is wondering why his friend
prefers to pay by cash although
he could have transferred the
money.
Low trust, low acceptance
17
Institutions• Density of Bank branches 1.700 persons/Bank• High Corruption perceptions index (CPI: 2,4/10)
Culture• Top in Uncertainty Avoidence Index(UAI: 95)• Low confidence in banks: money is deposited in cash at home.
Technology• 90% have a mobile phone• 42,8% internet users• since 2011 PayPal.ru
31.10.2012 Eye Square - World Usability Day Berlin 2012
Institutions• Density of bank branches : 1.700 people/bank
• Population:141,9 million
• Upper Middle Income (OECD)
Culture• High uncertainty avoidance tendency (UAI: 95)• High corruption perception index (CPI: 2,4/10)• Low confidence in banks: money is deposited in cash at home
18
‘‘I Prefer Cash ! ‘‘
Alexandr, 39, Engineer
Int.: How do you usually pay for this?
„I prefer cash. Probably a personal meeting in town and I just give him the money.
I have the card […] this is a plastic card, and I can not pay using it online.
[…] But to use a credit card, I wouldn‘t probably like to do that.“
31.10.2012 Eye Square - World Usability Day Berlin 2012
After a long journey Tom reaches Kenya.
He is in Africa for the first time and struggles with the heat. After he has stayed a few days in the bustling capital, he visits a small town in the
surrounding area.
He starts to search for a bank branch.
He is disappointed when he discovers that no bank branch or ATM is available far and
wide.
After speaking to a passerby about it, he finds out that most of his friends transfer their money by
Mobile Banking via the provider M-Pesa.
Sandro Senn/Wikipedia
High utility, high acceptance
20
Institutions• Bank density: 1 ATM for approx. 19.000 people
Culture• Low trust in institutions• Corruption und nepotism widespread (CPI: 2,2/10)• Medium uncertainty avoidance tendency (UAI: 52)• Collectivist society (IDV: 20)• Transactions primarily done within the family and locally known
retailers• Illiteracy rate approx. 30%
Technology• 19,4 Million Mobile connections (strong growth)• 15,6% Internet user• Mobile Money: 16 Million user with 2 Millionen Transactions per day
(M-Pesa)• > 40% of adults done mobile banking in 2011
31.10.2012 Eye Square - World Usability Day Berlin 2012
Technology• 19,4 million mobile connections (strong growth)• 15,6% internet users• Mobile Money: 16 million users with 2 million transactions per day
(via M-Pesa)• > 40% of adults have done mobile banking in 2011
• Population: 41,61 million
• Low Income (OECD)
Tom is in Bangladesh
His has run out of cash and looks for a bank in the city of Dhaka.
He has seen a bunch of people standing and
waiting in long lines in front of the bank
branches.
Waiting in front of the bank seems to be normal here but Tom does not want to wait for so long.
After a short time, Tom finds an ATM and can
easily withdraw cash with his credit card.
Later Tom learns how to get money via mobile phone. If he wants to get money from his Mom
abroad, she just has to go to Western Union, deposit money and give them the number of Tom‘s mobile. Instantly, Tom gets a short message and with that message he can get cash
even at a kiosk.
Tanweer drmc/Wikipedia
High utility, high acceptance…
22
Institutions• Density of Bank branches: 1 Bank for 19.000 persons approx.• Traffic zam and long queues in banks very much time-consuming• Mobile Banking allows access to banking without a bank account
Culture• High uncertainty avoidance tendency (UAI: 60) • Collectivist society (IDV: 20)• Trust in interpersonal relationships (including cash transactions)• High illiteracy rate (29%)
Technology• 98 million mobile phone contracts• 6,7% internet users• PayPal not available
31.10.2012 Eye Square - World Usability Day Berlin 2012
Institutions• Density of bank branches: 1 Bank for approx. 19.000 people• Traffic jams and long queues in banks → very time-consuming• Mobile banking allows access to banking without a bank account
• Population 150,5 million
• Low Income (OECD)
23
AGENDA
31.10.2012 Eye Square - World Usability Day Berlin 2012
WHO IS EYE SQUARE?
FACTORS
CONCLUSION
CONCLUSION
• For the acceptance of digital payment systems both system properties and context are crucial.
• Intercultural differences regarding trust in institutions, technology and
other people account for different levels in terms of acceptance and usage of digital payment systems.
• In industrialized countries where the financial system and technology is
highly developed, cultural factors explain differences in acceptance and
usage. Trust can be enhanced by interface design.
• In developing countries and emerging markets the utility of digital
payment systems is the crucial factor that determines acceptance.Digitalpayments help to eliminate institutional barriers and use easy-to-use technologies like mobile phones to provide access to the banking system.
31.10.2012 Eye Square - World Usability Day Berlin 2012
Thank you for
your attention
References
Auswärtiges Amt (2012): http://www.auswaertiges-amt.de/DE/Aussenpolitik/Laender/Laenderinfos/Kenia/Innenpolitik_node.html
Bankenverband (2012): https://www.bankenverband.de/publikationen/ods/die-privaten-banken-fakten-und-zahlen/die-privaten-banken-fakten-und-zahlen/download
Benamati & Serva (2007): Trust and Distrust in Online Banking: Their Role in Developing Countries
Bundesverband Digitale Wirtschaft (BVDW) e.V. (2011). E-Payment Report 2011
Credit.com Inc. (2012): http://www.credit.com/press/statistics/credit-card-statistics.html
Donner, J. (2007). The rules of beeping: Exchanging messages via intentional “missed calls” on mobilephones. Journal of Computer-Mediated Communication, 13(1), 1–22. DOI: 10.1111/j.1083-6101.2007.00383.x
FDIC (2011): http://www.fdic.gov/news/news/press/2011/pr11001.html
Gamos (2003): Innovative demand models for telecommunications services. Study on Botswana. DFID and CTO.
Gamos (2007): Senegal household survey. M-payment analysis. DFID – Transformational M-Payments. DFID. CATIA,
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Molony (2006): ‘I Don’t Trust the Phone; It Always Lies’: Trust and Information and Communication Technologies in Tanzanian Micro- and Small Enterprises
Tchouassi (2012): Can Mobile Phones Really Work to Extend Banking Services to the Unbanked? Empirical Lessons from Selected Sub-Saharan Africa Countries. In: Zeitschrift
Schwarz (2009): http://www.theeuropean.de/441-uta-schwarz/677-mobilfunk-in-afrika
Statista (2012): http://de.statista.com/statistik/daten/studie/3907/umfrage/mobilfunkanschluesse-in-deutschland
TNS (2012). Electronic Payment Systems in Russia
Worldbank (2012): http://www.worldbank.org/country
Zapf (2012): Afrikas neuer Wohlstand. In: Financial Times
http://www.russiansearchtips.com/2012/04/russian-mobile-internet-usage-had-doubled-during-2011/
http://www.internetworldstats.com/euro/ru.htm
http://geert-hofstede.com/national-culture.html
http://en.wikipedia.org/wiki/Education_in_Bangladesh
http://www.bkash.com/video/empowering-unbanked
http://en.wikipedia.org/wiki/Telecommunications_in_Bangladesh
http://www.btrc.gov.bd/index.php/telco-news-archive
http://www.thedailystar.net/newDesign/news-details.php?nid=231625
2631.10.2012 Eye Square - World Usability Day Berlin 2012
2731.10.2012 Eye Square - World Usability Day Berlin 2012
Lisa Wiese
Phone +49 – 30 – 69 81 44–34
Miguel Twi-Yeboah Asuamah
Phone +49 – 30 – 69 81 44–41
Saddam Hossain
Phone +49 – 30 – 69 81 44–34
eye square GmbH
Schlesische Straße 29 – 30 (Aufgang F)
D – 10997 Berlin
Phone +49 – 30 – 698144–0 | Fax +49 – 30 3 698144–10
E-Mail [email protected] | www.eye-square.com