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The Effect of Cultural Values in Mobile Payment Preference
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Author(s): Jashim Khan (University of Surrey, UK), Jean-Éric Pelet (ESCE International Business School, Paris, France), Gary James Rivers (University of Surrey, UK)and Na Zuo (Digital Economy Consulting Centre, New Zealand)
Copyright: 2017
Pages: 16
Source title:
Mobile Platforms, Design, and Apps for Social Commerce
Source Author(s)/Editor(s): Jean-Éric Pelet (ESCE International Business School, Paris, France)
DOI: 10.4018/978-1-5225-2469-4.ch014
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Abstract
The purpose of this study is to compare French and New Zealand consumers' perceptions of mobile payments (m-payments) relative to other options to identify the preferred mode of payment and related spending behaviour. Evidence suggests that payment modes can influence spending behaviours and therefore this is important to commerce to promote payment modes that facilitate transactions. Using the Perceptions of Payment Mode (PPM) scale, this study was able to identify cultural differences on perceptions of cash payments, though both countries' consumers held negative perceptions of, and emotions towards, m-payments relative to other options. The empirical results are useful in understanding cultural aspects of payment modes and for companies to recognise consumers' associations with these modes to enhance relations, services and the use of m-payments.
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