Exploring Consumers ’ Payment Behaviours at Completing MicroTransactions 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