Exploring Consumers’ Payment Behaviours at Completing Micro-Transactions with Vending Machines in Sweden

......................................................................................................................................... 2 SAMMANFATTNING ........................................................................................................................ 2 ACKNOWLEDGMENTS ................................................................................................................... 3 CONTENT ........................................................................................................................................... 4 1. INTRODUCTION ....................................................................................................................... 6 1.1. PROBLEM FORMULATION AND PURPOSE ........................................................................................ 7 2. BACKGROUND .......................................................................................................................... 8 2.1. VENDING MACHINE IN SWEDEN ........................................................................................................ 8 2.1.1. Payment Procedures at Selecta Vending Machine ........................................................ 9 2.2. RELEVANT STUDIES .......................................................................................................................... 14 3. THEORETICAL FRAMWORK ............................................................................................. 16 3.1. ROGERS – DIFFUSION OF INNOVATION THEORY .......................................................................... 16 3.1.1. Relative Advantage .................................................................................................................. 16 3.1.2. Compatibility .............................................................................................................................. 17 3.1.3. Complexity ................................................................................................................................... 17 3.2. TRUST AND SECURITY ....................................................................................................................... 17 3.3. USE SITUATION .................................................................................................................................. 17 3.4. MONEY’S PAYMENT RITUAL ............................................................................................................ 18 4. METHODOLOGY AND DATA COLLECTION ................................................................... 19 4.1. OBSERVATIONS .................................................................................................................................. 19 4.2. SEMI-­‐STRUCTURED INTERVIEWS .................................................................................................... 19 4.3. DATA ANALYSES ................................................................................................................................ 19 4.4. VALIDITY AND RELIABILITY ............................................................................................................ 20 4.5. ETHICS ................................................................................................................................................. 20 5. RESULTS ................................................................................................................................. 21 5.1. CONSUMERS’ CHARACTERISTICS ..................................................................................................... 21 5.2. OBSERVATION AND INTERVIEW RESULTS .................................................................................... 22 5.2.1. Relative Advantage .................................................................................................................. 22 5.2.2. Compatibility .............................................................................................................................. 22 5.2.3. Complexity ................................................................................................................................... 23 5.2.4. Trust and Security .................................................................................................................... 24 5.2.5. Impact of Unexpected Circumstances .............................................................................. 26 5.2.6. Impact of Money’s Payment Ritual ................................................................................... 27 6. DISCUSSION ........................................................................................................................... 28 6.1. RELATIVE ADVANTAGE ..................................................................................................................... 28 6.2. COMPATIBILITY .................................................................................................................................. 28