Micro payment system is the small area of the payment service industry. It took about 10% of the payment market in 2000. It was a very small portion. But as the online companies which served a lot of digital contents for free begin to change their price-strategy, some needs for electronic payment system emerged. It must be suitable for dealing the small price products and be easy to use. Electronic Cash was already there, but it did not fulfill the need. PhoneBill Payment Service is a new innovating technology in Micro payment industry. Although it emerged only one year ago, it fulfilled such needs and became the representative service in the micro payment service area.
This article tries to answer the question `why the people use the phonebill?' or `what characteristics affect the user's adoption of phonebill service?'. Using this result, it tries to give some implication for the prosperity of overall micro payment industry.
To do this, this study first identifies three groups of characteristic variables. One variable group is the user's demographic variables such as age, sex, occupation, expenditure, Second group is the product's characteristics concerning the price and form. The last group is the essential characteristics of phonebill service perceived by user group- convenience, security, compatibility, ease of use, observability. These three variable group is used as the possible affecting factors in the user predicting model by Rogers' technology acceptance model.
As a result, the most significant factors are perceived characteristics and the demographic factor is the next. Some product's characteristic also has some significance in predicting the user status. Using this result, some implications for online shopping mall manager and scholars are also discussed.
