The diffusion and adoption of SET

• Main Authors: Yuan Yi Liu, 劉元溢
• Other Authors: Jong Tsong Chiang
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/50946470126065898409

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.