Abstract
The electronic purse is one of the latest smart card applications. It handles small payments and is complementary to other payment cards. However, there have been considerable obstacles to its widespread adoption and use by customers and retailers. This chapter explores and models the factors - economic, technological and social - and forces driving the adoption and use of the Moneo electronic purse in the South of France. An empirical study on 200 individuals allows us to analyse the determinants of the probability of adoption for consumers and retailers (Logit models) and of the frequency of use for consumers (Poisson model). The latter is found to be significantly explained by four factors (relative advantage, cost, visibility and security), income and gender with the expected sign. Finally, the reasons why Moneo’s introduction seems to have met with failure are determined, and potential solutions to help reach the required critical mass by redirecting marketing strategies are proposed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
