Finnish consumers' expectations on developments and changes in payment habits : survey in connection with the research project "Finnish payment habits 2010"

Suomen Pankin projekti "Suomalaiset maksutavat 2010" ennakoi suomalaisten maksutottumusten olevan suurten muutosten edessa. Muutosten syita ovat muun muassa eurooppalaisten maksujarjestelmien integroituminen ja standardoituminen, maksupalveluja koskevan lainsaadannon ja saantelyn EU-tasoinen kehittaminen, maksupalvelujen kustannustekijoiden ja hinnoittelukaytantojen muutokset seka tekniikan kehityksen tarjoamat uudet mahdollisuudet. Viime vuosina on kehitetty paljon uusia maksuvalineita ja -palveluita, joille on tunnusomaista tieto- ja viestintatekniikan kayttoon perustuvan automaation lisaantyminen.Harva uusi palvelu on menestynyt.Maksamisen muutoksia koskevan ymmarryksen lisaamiseksi tassa tutkimusraportissa selvitetaan kuluttajien tarpeiden, mieltymysten ja tottumusten vaikutusta uusien maksutapojen kayttoonottoon.Tutkimusaineisto kerattiin syyskuussa 2005 postikyselylla, jossa kaytiin lapi keskeiset maksutavat. Kysely lahetettiin 2000:lle satunnaisotannalla poimitulle suomalaiselle kuluttajalle.Tutkimuksen tulosten mukaan maksuvalineen turvallisuus ja luotettavuus koetaan tarkeimmiksi uuden maksutavan ominaisuuksiksi.Muita tarkeiksi koettuja maksuvalineen ominaisuuksia ovat tiedon saanti maksutapahtumasta, yhteensopivuus ostamis- ja maksutottumuksiin, laajakayttoisyys, helppokayttoisyys, ajan tai rahan saasto seka riippumattomuus ajasta ja paikasta.Uudet maksutavat - sahkoinen lasku ja ostosten maksaminen matkapuhelimella - eivat vuoteen 2010 mennessa syrjayta vakiintuneita maksutapoja arvioituna sen perusteella, mitka ovat kuluttajille tarkeimpia ominaisuuksia.Luotettavuus tai hinnoittelu ei erottele tarkeimpien uusien maksutapojen - sahkoinen lasku ja matkapuhelimella maksaminen - kayttoon myonteisesti ja kielteisesti suhtautuvia.Suppea joukko tekijoita erottelee maksutapojaan muuttavat maksutapojaan muut4 tamattomista.Maksutavan helppokayttoisyys vaikuttaa aikeisiin maksaa seka sahkoisella laskulla etta matkapuhelimella.Yhteensopivuus (laajakayttoisyys) ja helppokayttoisyys ovat matkapuhelimella maksamiseen vaikuttavia erottelevia tekijoita.Asiasanat: maksutavat, kuluttajille suunnatut maksupalvelut, kuluttajakayttaytyminen, innovaatioiden diffuusio, theory of planned behavior (TPB) JEL-luokittelu: A14, D14, L81,O33

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