ONLINE CREDIT CARD BILL PAYMENT AND PERSONALTIY TYPE by GARY L. BORKAN BS ...

117 Pages·2013·0.81 MB·English

by  Gary Borkan

ONLINE CREDIT CARD BILL PAYMENT AND PERSONALTIY TYPE
by
GARY L. BORKAN
B.S., National American University, 1995
M.S., University of Colorado Denver, 2000

A thesis submitted to the
Faculty of the Graduate School of the
University of Colorado in partial fulfillment
of the requirements for the degree of
Doctor of Philosophy
Computer Science and Information Systems
2013
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This thesis for the Doctor of Philosophy degree by
Gary L. Borkan
has been approved for the
Computer Science and Information Systems Program
by

Deborah Kellogg, Chair
Steven Walczak, Advisor
Michael Mannino
Madhavan Parthasarathy
Min-Hyung Choi
November 15, 2013
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Borkan, Gary L. (Ph.D., Computer Science and Information Systems)
Online Credit Card Bill Payment and Personality Type
Thesis directed by Associate Professor Steven Walczak

ABSTRACT
The Internet has become a fully integrated part of the world’s business
community and social culture. An important part of this integration is the Internet’s
interaction with credit cards, both as a medium of exchange and transaction, and as an
interface for credit card account customer service. Credit card providers’ and bank
account service sites provide powerful tools for the individual to manage their credit card
accounts, and allowing payment of monthly credit card. It is essential for provider
organizations to maximize the value delivered for itself and to their customers, to justify
the expense involved in developing and maintaining these service sites and transactional
banking links. This study builds upon previous work done on the relationship between
personality type and Internet usage. It expands this previous work to focus specifically
on user adoption of online credit card bill payment services. This work can provide
online payment service designers insights into the personality traits of their users that
might be exploited in order to increase the value derived by the credit card payment
service providers and banking organizations as well as enabling wider adoption of online
credit card payment services by addressing varying personality-based needs of users.

The form and content of this abstract are approved. I recommend its publication.
Approved: Steven Walczak
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DEDICATION
For my parents, Lillian K. Borkan, B.S. History, & M.S. Education and Library
Science, and Jacob D. Borkan, B.S, Chemical Engineering.
First, to my Mother, educator and librarian. As a child she taught me stories of
her hero and her heroine, Dr. Jonas Salk who succeeded in ridding the world of polio, and
Hypatia of Alexandria who unsuccessfully fought to save the knowledge of five thousand
years of accumulated wisdom from destruction by a mob of religion blinded zealots.
Through her stories she instilled in me the deepest reverence for books, and a love for
science and the progress of knowledge. She viewed these as the underlying foundation of
civilization and as "the basis for the progress that has led us up from darkness to face
unafraid the light of the stars". These were her words and were her belief, and
throughout her lifetime what she taught her pupils. She achieved academic and career
goals far beyond those deemed appropriate for the average women to pursue in the late
1940's and early 1950's.
To my Father, who although disabled through service to our country, persevered
to complete a degree in the physical sciences, and entered upon a career of research. His
work led first to advances towards stealth technology in torpedo design, and later with his
research partner resulted in the development and patenting of a practical version of the
Silver Catalyst Reaction Control System. More commonly known as the hydrogen
peroxide reaction thruster (thrusters), his designs for the catalyst packs in these engines
were present on research vehicles such as ultra-high altitude models of the F104
Starfighter, and the F15. Finally, working as a government subcontractor under FMC
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Corporation and NASA, he built units that were installed in the escape and attitude
control systems aboard the Mercury, Gemini, and Apollo space capsules.
I grew up surrounded by blue prints, scale mockups, working test stand rockets
and surrounded by an entire library filled with encyclopedias, history books, and physics
manuals. The environment they provided for me yielded a wonder towards nature and
science, and a habit of lifelong learning even though for many years I did not purse
formal education beyond high school.
Their prematurely passing in the spring of 1989 caused me to take stock. At that
time I dedicated myself to accomplishing in some small way the attainment of the hopes
and dreams they had held for me and of which felt I had fallen short. This led to me
enrolling as a freshman in collage at the age of thirty five.
Now it is twenty three years later. Throughout those long years I have relied on
their examples. They are my models of courage, stamina, and determination in the face
of opposition.
They taught me through quite example a belief that you can accomplish what you
determine. That no matter what gender, culture, or minority you may come from,
whether you are strong or handicapped, that you must stand up after mis-steps,
impediments, or to those barring the way. Whether you have two good feet on which to
stand on or are in a wheel chair with nothing to stand upon other than your character that
you can and will succeed. That is what I learned witnessing my parents’ lives.
This work is dedicated with love to them.
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ACKNOWLEDGMENTS
I would like to extend my thanks and gratitude to all those many individuals without
whose support and encouragement this work could not have been completed.
Among those are a number of individuals that so stand out that I would be remiss
in not extending special thanks to them.
I want thank my Advisor, Professor Steven Walczak, whose support, guidance,
and patience endured through many years of work and effort and has never wavered. I
will always appreciate the time and attention he has extended to me, his optimistic
attitude, and his dry sense of humor.
Many thanks to Professor Michael Mannino for his participation as a committee
member and without whose vision and efforts this degree program would not exist.
I would also like to thank Professor Madavan Parthasarathy whose initial
encouragement gave me confidence to pursue this degree and has been an important
resource of information that has been applied to this improve this study.
To the other members of my committee, Chair Deborah Kellogg, and Min-Hyung
Choi, thank you very much for your time and many suggestions which have helped make
this a far better study.
My appreciation to the Faculty and Staff of the IS Department and the Business
Graduate School of the University of Colorado at Denver who have instructed me in the
many classes I have attended.
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And finally I would like to thank my fellow students, many who have fallen by
the way, for their help through all the years as friends, and as project and study partners.
Thank you and good luck to all of you in your own studies and careers.
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TABLE OF CONTENTS
CHAPTER
I. INTRODUCTION ....................................................................................................... 1
II. BACKGOUND AND RELATED WORK ……………………………………...… 6
TAM …………………………………………………………………………………. 6
Diffusions of Innovations …………………………………………………………… 9
Myers Briggs Type Indicator ………………………………………………………... 12
Personality Type and the Internet …………………………………………………… 14
Current Usage of Online Credit Card Bill Payment Services………………………... 16
Scope and Contribution ...……………………………………………………………. 18
III. APPROACH I: MODELING THE EFFECT OF PERSONALITY TYPE ON
ONLINE CREDIT CARD PAYMENT SERVICES ………………………………….. 21
Conceptual Model …………………………………………………………………… 21
Research Hypotheses ……………………………………………………………….. 22
Methodology ………………………………………………………………………... 29
IV. ANALYSIS .……………………………………………...…………………….… 32
SEM Model Analysis ……………………………………………………………….. 32
Assumptions of the Structural Model ……………………………………………….. 32
Assumptions of the Reflective Measurement Model ……………………………….. 33
Reliability of the Constructs ………………………………………………………… 34
Normality of the Constructs …………………………………………………………. 35
Analysis of the Model Fit …………………………………………………………… 37
R2 and Squared Multiple Correlations ………………………………………………. 38
Convergent Validity …………………………………………………………………. 39
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Discriminant Validity ……………………………………………………………….. 40
Structural Measurement Analysis …………………………………………………… 41
Mediation Testing …………………………………………………………………... 43
Additional Variables Tested ………………………………………………………... 44
Testing for Variance Due to Gender ……………………………………………….. 44
PLS Model Analysis ………………………………………………………………... 45
PLS Measurement Model …………………………………………………………... 46
PLS Reliability ……………………………………………………………………… 47
PLS Validity ………………………………………………………………………... 48
PLS Structural Model ………………………………………………………………. 49
Discussion …………………………………………………………………………... 51
V. APPROACH II: DISCOVERING DESIRABLE AND UNWANTED ONLINE
CREDIT CARD PAYMENT SERVICE FEATURES FOR DIFFERENT
PERSONALITY TYPES ……………………………………………………………… 55

Methodology ………………………………………………………………………... 56
Data …………………………………………………………………………………. 57
Analysis ……………………………………………………………………………… 58
Demographics ……………………………………………………………………….. 59
Cluster Analysis …………………………………………………………………….. 59
Results and Findings ………………………………………………………………... 62
Aspects of Personality Types ……………………………………………………….. 62
MBTI® and Perceptions of Online Payment Service Features ……………….......... 65
VI. LIMITATIONS AND IMPLICATIONS ………………………………………… 72
Implications for Payment Service Systems Designers …………………………….. 73
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Implications for Research …………………………………………………………. 75
VII. CONCLUSIONS ………………………………………………………………… 79
Conclusions Approach I …………………………………………………………….. 79
Conclusions Approach II …………………………………………………………… 80
REFERENCES ………………………………………………………………………… 82
APPENDIX
A. Survey Instruments ……………………………………………………………… 93
B. SEM Tests ……………………………………………………………………… 100
C. Survey II Variable Key ………………………………………………………… 102
D. Conceptual Model Construct Detail ……………………………………………. 103