Authors: Amalia E. Maulana; Nova Aryanti
Addresses: BINUS University Business School, Jakarta, 10270, Indonesia ' ETNOMARK Consulting, South Tangerang, 15229, Indonesia
Abstract: This study contributes the findings of several key issues as to why e-money adoption in transportation in Indonesia is lower than expected. Customers perceived e-money as more troublesome compared to credit payment. They have different benchmarks about practicality. Therefore in any customer education, this relative advantage should highlight the practicality from a customer angle, not producer angle. Factors that significantly inhibit customers' use of e-money are the difficulty of balance checking and the impractical or ineffective procedure of credit recharging. Social influences are important to speed up the process of adoption, and this needs to be facilitated by many parties, not just natural viral communication.
Keywords: e-money; e-money usage; e-money for transportation; diffusion of innovation; technology product adoption; adoption behaviour; ethnography marketing; Indonesia.
International Journal of Services Technology and Management, 2018 Vol.24 No.5/6, pp.445 - 462
Received: 12 Oct 2016
Accepted: 29 May 2017
Published online: 25 Jul 2018 *