“Looking sharp”: Price typeface influences awareness of spending in mobile payment
“Looking sharp”: Price typeface influences awareness of spending in mobile payment
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DOI：
10.1002/mar.21651
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发表时间：
2022-03
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影响因子：
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通讯作者：
Jaewoo Park;Carlos Velasco;Charles Spence
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文献类型：
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作者：
Jaewoo Park;Carlos Velasco;Charles Spence
我们研究了在移动支付环境下显示购买金额的字体是否会影响消费者的消费意识。有证据表明，在移动支付的背景下，棱角字体（相对于圆形字体）显示的价格通过感知字体的粗糙性和体验支付的痛苦来提高消费意识（研究1 - 3,5和6）。有棱角字体（相对于圆形字体）对支付行为也有下游影响，表明有棱角字体显示的金额增加了按下“支付”按钮的犹豫（研究2和6）。我们的研究结果还表明，字体对消费意识的影响受到购买金额的调节（研究3）。在日本参与者（研究1-3）中记录的健壮字体效果在北美参与者（研究4和5）中没有观察到，这突出了文化的作用。最后，我们在更接近真实移动购物背景的情况下复制了价格字体效应（研究1-3），并证明价格字体会影响人们在下一家杂货店的消费意愿（研究6）。我们的研究有助于解决与移动支付和广泛无现金支付相关的挥霍问题的稀缺文献。
We investigate whether the typeface used to display the purchase amount in the context of mobile payment influences consumers' awareness of spending. The evidence suggests that prices displayed in angular (vs. round) typeface increase the awareness of spending in the context of mobile payment via the perceived harshness of the typeface and the experienced pain of payment (Studies 1–3, 5, and 6). Angular (vs. round) typeface also has downstream consequences for payment behavior, indicating that the amount displayed with the angular typeface increases the hesitation to press the “pay” button (Studies 2 and 6). Our results also demonstrate that the typeface effect on the awareness of spending is moderated by the purchase amount (Study 3). The robust typeface effect documented for Japanese participants (Studies 1–3) is not observed in North Americans (Studies 4 and 5), highlighting the role of culture. Finally, we replicate the price typeface effect (Studies 1–3) in a situation that is closer to the context of real mobile shopping and demonstrate that price typeface impact people's willingness to spend on the next grocery shop (Study 6). Our research contributes to the scarce literature on addressing the profligacy issues associated with mobile payments and broadly cashless payments.