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| The Psychological Mechanisms and Influencing Factors of the Payment Effect |
| YU Yi-ning1,2LI Ou1,2WANG Lei1,2 |
| 1 School of Management, Zhejiang University, Hangzhou310058 2Neuromanagement Laboratory, Zhejiang University, Hangzhou310058 |
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Abstract Payment plays an essential part in commodity transactions. The mainstream payment methods include cash, bank card and mobile payment. Payment methods influence consumer behavior deeply and such impact is referred to as the payment effect. Given that there lacks a systematic review of the effect, we review its psychological mechanisms, including the conditioning theory, the pain of paying theory and the double-entry mental accounting theory. Next, we discuss several influencing factors that moderated the effect of payment methods on the pain of payment including endogenous boundaries and exogenous boundaries. From the perspective of consumers’ decision-making mode, emotional attachment, and risk perception, future research could dig deeply into how new modes of payment, such as mobile payment and face-to-face payment, influence consumer behavior.
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Published: 22 September 2020
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