Why does mobile payment promote purchases? Revisiting the pain of paying, and understanding the implicit pleasure via selective attention
Qingguo Ma,
Yulin Tan,
Yijin He
et al.
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 th… Show more
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