A Compenhensive Study on the Promotion Strategies for Payment Systems of Electronic Commerce

• Main Authors: Chen, Chien-An, 陳建安
• Other Authors: Yu, Hsiao-Cheng
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/09465660646746085521

碩士 === 國立交通大學 === 科技管理所 === 89 === As electronic commerce transactions via the Internet must be conducted under an open environment, hence the transaction security becomes particularly important. In order to minimize such security risks, a variety of secure payment mechanisms need to be introduced. However, even with such measures implemented to address consumers’ online security concerns, transaction volumes through secure payment systems remain low. The reasons underlying this low transaction volume are worthy of research. The thesis employs exploratory research methods to study the bottlenecks and measures for the development of e-commerce secure payment systems. Research begins with a detailed review of security mechanisms used by Internet payment systems, as well as the various attributes and application environments for primary secure payment systems. Results are provided for reference by those involved in the e-commerce industry. The thesis further explores the principal theories of the development of information system products. A principal focus is on network externality, encompassing such related issues as complementary assets, compatibility, standardization, lock-in and switching cost. The leading firms of system architecture standards continuously increase installed bases to attract users and suppliers of complementary assets, thus starting the network effects, and attaining critical mass. Thus acquiring competitive advantages by expanding the network effects of system products, have become a principal goal for firms to promote their system products. In proposing a promotion strategy approach for e-commerce secure payment systems, the thesis refers to the concept of diffusion of innovations. Based on various stages of Technology Adoption Life Cycle, the thesis explores how Marketing Mix strategies are used to expand network externalities, and achieve critical mass, in order to develop an effective promotion strategy model for secure payment systems. As SET is a typical secure payment system, the thesis uses this promotion strategy model and raises concrete applicable countermeasures for those issues directly resulting from the promotion of secure payment systems by e-commerce vendors. This model may further be applied to the promotion of other information system products, and thus take its place as the foundation of a firm’s marketing and promotion strategies.