The effect of credit card versus mobile payment on convenience and consumers' willingness to pay
The effect of credit card versus mobile payment on convenience and consumers' willingness to pay
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DOI：
10.1016/j.jretconser.2019.101910
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发表时间：
2020-01-01
影响因子：
10.4
通讯作者：
Wilken, Robert
中科院分区：
文献类型：
--
作者：
Boden, Joe;Maier, Erik;Wilken, Robert
现存的关于支付方式的文献集中在比较现金和信用卡，并强调后者支付的痛苦更小（即更少的负面后果）。这一发现反过来解释了为什么消费者在使用信用卡支付时表现出更高的支付意愿（WTP）。目前的研究将移动技术作为一种新的支付方式引入到这一文献中。具体来说，它强调便利性是移动支付WTP增加的积极驱动因素。然而，要让消费者认为移动支付很方便，个人采用（通过各自国家市场的现有系统实现）是必要的。在几个国家的市场上进行的三项研究对这些假设进行了实证检验。便利性成为移动支付和WTP增长之间的新中介，取决于个人的接受程度。因此，这些发现扩展了现有关于消费者使用不同支付方式的机制的文献，并为国家经理提供了有关支付渠道的差异化建议。
Extant literature on payment methods has focused on comparing cash and credit cards and emphasized the lower pain of paying (i.e., fewer negative consequences) for the latter. This finding, in turn, explains why consumers express higher willingness to pay (WTP) when paying with credit cards. The current study introduces mobile technology as a new payment method to this literature. Specifically, it highlights convenience as a positive driver of increased WTP for mobile payment. However, for consumers to perceive mobile payment as convenient, a personal adoption (enabled through an existing system in the respective country market) is necessary. A set of three studies across several country markets tests these assumptions empirically. Convenience emerges as a new mediator between mobile payment and increased WTP, contingent on personal adoption. These findings thus extend extant literature on the mechanisms consumers use with different payment methods, and they offer differentiated recommendations regarding payment channels for country managers.