AN EXPLORATORY STUDY: COMPARATIVE ANALYSIS OF ECOMMERCE PAYMENT SYSTEMS IN DEVELOPED AND DEVELOPING COUNTRIES

• Main Author: Divayanti Lukman, Vasya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85773
• Institution: Institut Teknologi Bandung

The varieties of technology are reshaping the way developed and developing countries do online shopping. Developing countries have slow or nonexistent economic growth Meanwhile, Developed countries have the opposite. Consumer spending in a country has a high relationship with economic growth. This study aims to compare the key differences and similarities between Indonesian and Netherlands e-commerce shopping behavior and the difference between e-commerce payment systems to get recommendations regarding access payment systems of e-commerce that can be applied in developing countries. The research employs a qualitative approach with an exploratory research design. The data collection method used is semi-structured interviews. The criteria for this research are Indonesian users of QRIS, Top Up, Virtual Account Billing, or Transfer Banks and for the Netherlands, users of iDEAL with the requirements had a minimum purchase of 5 items within 3 months using payment. There are 21 participants that are suitable with the criteria consisting of 14 Netherlands users and 7 Indonesian users. To validate the data there are informants from the Indonesia e-commerce that will explain the challenges in the e-commerce platform. The collected data were analyzed using open, selective, and axial coding.The researcher categorized the data into four groups user behavior in payment, user perception in payment, user choices and preferences, and user interaction and preference. The findings revealed that the starting point of the difference between Indonesia and the Netherlands is from shopping behavior. The Netherlands user never stops at the payment page, while Indonesia user often to stop on the payment page or shop for different reasons. Netherlands user are afraid to forget the purchased items and Indonesian users do not want to continue the payment due to the excessive effort of the long steps of payment. Also, the level of satisfaction of the payment system from a country can reflected in their expectation for the payment system. The Netherlands payment platform offers fast value to encourage customers to spend more, on the other hand, the Indonesia payment platform persuades by using rewards, free delivery, or the lowest fees. This makes Indonesia people have a time for a second thought because they need to choose which one is more beneficial. However, there is a bank intervention and government policy that impacts the e-commerce payment system in Indonesia.