Towards a theoretical framework of determinants for the adoption and diffusion of buyer authenticated credit card payment programs: the online merchant´s perspective

This study employs Rogers´ framework of perceived innovation attributes augmented by environmental influences and marketing initiatives and a new factor developed for this study, namely, risk mitigation measures, to examine the case of merchant adoption of buyer authenticated credit card payment programs (BACCPPs). Recently introduced by the major credit card associations as replacements for the decommissioned SET and 3DSET protocols, the new payment models, 3DSecure and UCAF/SPA, have been designed to provide an added level of security for merchants and consumers. Using data gleaned from preliminary interviews, discussion forums and promotional material, we present a critical analysis of the potential barriers and facilitators that impact on the widespread diffusion of these programs. This is used as the basis for developing a preliminary theoretical framework of the potential determinants of adoption of BACCPP from the perspective of online merchants, as well as a survey instrument to demonstrate the empirical validity of our theoretical formulation.