Lottery Payment Cards: A Study of Mental Accounting

Abstract

This study analyses the difficulties of using stored-value cards for noncash payment adoption and payment framing behaviour development. This study applies the Rasch model via mental accounting theory to identify unobservable and latent difficulties in adopting noncash payment instruments for lottery participation. Anonymity, a reduction in cash carrying, and convenient purchases have discouraged noncash payment adoptions. However, consumers prefer stored-value cards because they are easy to carry and reduce payment time and long waits. Consumers also develop payment framing behaviour difficulties from crediting up to the maximum stored value and fear of insufficient cash, with preferences for period purchases. Lower income significantly discourages noncash payment adoption and payment framing behaviour development, whereas being of a younger age causes significant payment framing difficulties. Regional variations differ in convenience, anonymity, stored value, balance checking, and indirect donations. The moderating effect between income and age also positively significantly influences noncash payment adoption and payment framing behaviour. payment cards may dominate the successful adoption of payment cards (Humphrey, 2010). However, latent or unobservable difficulties stemming from psychological judgments on cash and noncash payments that cause preliminary obstacles in adopting noncash payment instruments are sparsely discussed. In this study, I examine the hidden difficulties in adopting noncash payment instruments via mental accounting theory. The Rasch model is applied to analyse the difficulties of noncash payment adoption to forecast technology diffusion and saving behaviour, as well as to examine the possible social impact and changes. Self-reported data from holders of cash and of noncash payment instruments in Taiwan are used. The Rasch model is a unidimensional measurement scale that measures raw data based on respondent ability and task difficulty as well as provides reliable and valid results for a small sample size (Jackson et al., 2002;Moral et al., 2006).It is determined that consumers prefer stored-value cards and adopt saving behaviour because of anonymity, reduced cash carrying, convenience, maximum stored values, periodic purchases, and the absence of fear of insufficient cash at point of sale. However, stored-value cards are perceived as difficult to carry and incapable of reducing payment and wait times. The difficulties of using stored-value cards with respect to saving features include the inability to increase indirect donation, crediting small prize amounts, and using a card without an expiration date.Having lower income significantly discourages noncash payment adoption and saving behaviour development, whereas being of younger age significantly causes difficulties in the latter. However, gender, marital status, education, and older age indicate negligible difficulties related to noncash payment adoption and saving behaviour development. Regional variations result in significant difficu...

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