| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 87 === Abstract
The diffusion and adoption of SET
The Internet provides tremendous opportunities for electronic commerce.
However, many users still worry about the security problems in online
transaction and payment. To cope with this challenge, Visa, MasterCard, IBM
and several other firms cooperated to develop the SET protocol. Another
alternative is SSL. SSL is a transmission encryption protocol and, in
cooperation with the existing credit card system, is widely used nowadays.
This thesis studies and compares SET and SSL in terms of security,
society and technology requirements. In all these respects, SET is
apparently superior to SSL. But SSL is in effect ahead of SET in installed
base as well as complementary products and enjoys first mover advantage in
this competition of online security standards.
To further identify the difficulties in the diffusion and adoption of
SET, despite its excellent qualification for security requirements, the
thesis applies the model of innovation diffusion with four ingredients,
i.e., source, message, channel and receiver. The main findings are as
follows:
1. It is too complex for ordinary users to adopt SET.
2. The cost/benefit analysis of adopting SET is not yet clear or attractive
to many potential users.
3. The SET sponsors each seem to have their own different interests, which
hinders the formation of a strong common determination to promote SET.
At last, the thesis suggests that the vendors of SET should reduce the
complexity of adopting SET first, then try to promote SET to the famous
web-merchants, which will help accelerate the diffusion of SET.
|
|---|
