Title: How to change payment behaviour : a mixed methods approach
Authors : Graf, Sandro
Gehring, Bettina
Scherrer, Corinne
Hänsli, Nina
Proceedings: Conference Proceedings of the 13th International Science-to- Business Marketing Conference on Cross Organizational Value Creation
Pages : 85
Pages to: 102
Conference details: 2014 Science-to-Business Marketing Conference, Winterthur, June 2-4, 2014
Publisher / Ed. Institution : Fachhochschule Münster
Publisher / Ed. Institution: Münster
Issue Date: 2014
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subjects : S2B; Behaviour; Marketing; Conference; Contactless payment; Mixed method; Payment behaviour; Field experiment; Habitualisation; Preference
Subject (DDC) : 658.8: Marketing management
Abstract: Individuals do not always act as their attitudes suggest. This makes it difficult to predict behaviour and to identify starting points for behavioural change. Furthermore, especially in low involvement situations, people are reluctant to adopt changes and instead prefer to maintain the status quo. The main focus of the research was to investigate how people change their method of payment method in low involvement payment settings and what measures might facilitate acceptance of new payment Methods such as contactless payment (MasterCard PayPass, Visa payWave) among consumers. Based on extensive literature review, the main factors of behavioural change were identified and a framework for behavioural change developed. Building on this, a large-scale, multi-phase study had been conducted, combining different research methods to achieve the most valuable outcome for clients. The study included three types of research methods, which were carried out sequentially: First, a qualitative study (in-depth interviews) was carried out to gain insights into people's payment behaviour, especially to understand their underlying motives in choosing between different payment methods. Second, building the core of the study, a field experiment had been conducted, for the purpose of testing different marketing measures (treatments) with regard to their effect on behavioural change and the use of new payment methods. The design included four treatment groups and one control group. The experiment ran for 14 weeks, covering more than 13’000 people. Third, at the beginning and the end of the experiment, a gamified online survey was conducted to evaluate awareness, usage and attitudes regarding payment behaviour and new payment methods. Key findings of the study indicated that treatments such as sales discounts, loyalty programs and promotions are likely to have a significantly positive effect on the usage of contactless credit cards and that the length of a treatment positively correlates with the probability of contactless credit card usage. In addition, prize competitions turned out to have a high impact on loyalty, but not on activating first usage.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference Paper
ISBN: 978-3-938137-57-4
URI: https://www.s2b-conference.com/pdf/ZHAW_S2B_Konferenz_Proceedings.pdf
https://digitalcollection.zhaw.ch/handle/11475/13912
Appears in Collections:Publikationen School of Management and Law

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