Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Mileage As a Private Electronic Money: Based on OK Cashbag Case

사적 전자화폐로서의 마일리지: 오케이캐쉬백 사례를 중심으로

  • Published : 2005.06.30
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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.

마일리지 프로그램은 마케팅 분야에서 중요한 촉진 수단으로 사용되어 오고 있다. 인터넷을 비롯한 정보기술의 발전은 기존의 전통적인 역할이외에 다른 역할을 수행하는 마일리지를 출현시키고 있다. 본 연구에서는 새로운 사적 전자화폐로서 마일리지 포인트의 역할을 규명하고자 한다. 이를 위해 신뢰성(confidence)과 효율성(efficiency) 이라는 2가지 특성을 도출하고, 이 특성을 중심으로 사례분석을 실시하였다. 본 연구에서는 화폐의 기능을 보여주고 있는 오케이캐쉬백 마일리지 포인트 사례 분석을 통하여 마일리지 포인트가 사적 전자화폐인지를 규명하고자 하였다. 연구의 결과에서는 오케이캐쉬백 마일리지 포인트가 기존의 화폐와는 다른 경로로 발전해 가고 있는 새로운 거래 수단이며, 제약적 수준으로 사적 전자화폐로서의 기능을 수행하고 있음을 제시하였다.

Keywords

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