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Mileage As a Private Electronic Money: Based on OK Cashbag Case  

Park, Seung-Bong (School of Business, Korea University)
Han, Jae-Min (School of Business, Korea University)
Publication Information
Information Systems Review / v.7, no.1, 2005 , pp. 137-152 More about this Journal
Abstract
The mileage program has been one of the most popular royalty and promotion programs in marketing. With the remarkable growth and rapid pervasiveness of information technologies including the Internet, new and a variety of many other applications of mileage system than traditional ones have been observed. The objective of this research is to investigate the rising role of mileage point as a new private electronic money. In an attempt to identify the new role, we employ two factors: monetary confidence and monetary efficiency. This paper analyzes the status quo in the monetary uses of the mileage system by answering to those questions that "is it money?," and "what are the cases for real experiences in 'money-like' mileage and their implications?" with OK Cashbag case. Results show that OK Cashbag point is taking a different development route of money and performs limited monetary functions as private electronic money.
Keywords
Mileage Point; Transaction Media; Private Electronic Money; Information Technology; Internet; Innovation;
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