Why does mobile payment promote purchases? Revisiting the pain of paying, and understanding the implicit pleasure via selective attention.

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  • Additional Information
    • Source:
      Publisher: Blackwell Pub. Asia Pty Country of Publication: Australia NLM ID: 101598595 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 2046-0260 (Electronic) Linking ISSN: 20460252 NLM ISO Abbreviation: Psych J Subsets: MEDLINE
    • Publication Information:
      Original Publication: Victoria, Australia : Blackwell Pub. Asia Pty
    • Subject Terms:
      Pleasure* ; Consumer Behavior*; Humans ; Female ; Male ; Adult ; Attention ; Commerce
    • Abstract:
      The past years have witnessed a phenomenal growth of the mobile payment market, but how mobile payment affects purchase behavior receives less attention from academics. Recent studies suggested that lower pain of paying may not fully clarify the relationship between mobile payment and increased purchases (i.e., mobile payment effect). The current research first introduced price level in Study 1 and demonstrated that the pain of paying served as an underlying mechanism only in the high-price condition rather than the low-price condition. As such, Study 2 was conducted in a low-price context to address the uncovered mechanisms. We propose a new concept of "pleasure of payment" that is defined as an implicit and consumption-related hedonic response based on the cue theory of consumption. By tracking spontaneous attention to positive attributes (i.e., benefits) of products, Study 2 demonstrated this implicit pleasure as a psychological mechanism for the mobile payment effect when the pain of paying was not at play. These findings have important implications for mobile payment in research and practice by identifying price level as a boundary condition for the role of pain of paying and understanding the positive downstream consequences of mobile payment usage on consumer psychology.
      (© 2024 The Authors. PsyCh Journal published by Institute of Psychology, Chinese Academy of Sciences and John Wiley & Sons Australia, Ltd.)
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    • Grant Information:
      71942004 National Natural Science Foundation of China; AWS17J011 National Research Fund of China; BWS17J024 National Research Fund of China
    • Contributed Indexing:
      Keywords: eye tracking; mobile payment; pain of paying; pleasure of payment; purchase behavior
    • Publication Date:
      Date Created: 20240516 Date Completed: 20241001 Latest Revision: 20241003
    • Publication Date:
      20241003
    • Accession Number:
      PMC11444724
    • Accession Number:
      10.1002/pchj.765
    • Accession Number:
      38752779