dc.description.abstract | EasyCard consumption has been formally implemented from April 1, 1999 in Taiwan. Through the strategic alliance from different business fields, this payment application range covers convenience stores, restaurants, arts, coffee chain stops, department stores, and even the food stands in the malls. As of March in the year of 2012, there are 43 channel brands, and more than 12,700 contracted stores in which people can apply the Easycard consumption around this country. There are more than 450,000 deals with EasyCard in average each day. Enterprises which apply EasyCard can reduce the cost of dealing with cash and enhance the frequency of transactions. The contracted stores also effectively increase the number of visitors through the preference of using that card. This provides the public with more convenient payment methods.
This study adopts the case study method. The cases here are the ones which have been successfully apply the money card payment system. By means of in-depth interviews, documents, the actual observation, and project data collection with these enterprises, and the process of system analysis to completed on-line, to discuss the practice of the EasyCard system about reconciling the accounts receivable records, and to analyze the factors that influence consumers to use the money card payment. We expect to look for recommendations for those companies to improve the money card utility rate.
From the findings, the reasons of the low utility rate with those case companies, including lack of active promotion at the very beginning, without any preference through the payment of the money card, consumer demand and acceptance, and other factors will influence consumers’’ willingness to use the money card to pay. Therefore, case companies should often hold promotional activities to attract consumers, such as cash feedback, discounts or bonus points promotion strategy in order to effectively enhance the willingness of people to use the money card payment.
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