移動(dòng)支付和消費(fèi)者支付意愿外文翻譯中英文2020

移動(dòng)支付便利性和消費(fèi)者支付意愿中英文原文Theeffectofcreditcardversusmobilepaymentonconvenienceandconsumers'willingnesstopayJoeBoden，ErikMaier，RobertWilkenAbstractExtantliteratureonpaymentmethodshasfocusedoncomparingcashandcreditcardsandemphasizedthelowerpainofpaying(i.e.,fewernegativeconsequences)forthelatter.Thisfinding,inturn,explainswhyconsumersexpresshigherwillingnesstopay(WTP)whenpayingwithcreditcards.Thecurrentstudyintroducesmobiletechnologyasanewpaymentmethodtothisliterature.Specifically,ithighlightsconvenienceasapositivedriverofincreasedWTPformobilepayment.However,forconsumerstoperceivemobilepaymentasconvenient,apersonaladoption(enabledthroughanexistingsystemintherespectivecountrymarket)isnecessary.Asetofthreestudiesacrossseveralcountrymarketsteststheseassumptionsempirically.ConvenienceemergesasanewmediatorbetweenmobilepaymentandincreasedWTP,contingentonpersonaladoption.Thesefindingsthusextendextantliteratureonthemechanismsconsumersusewithdifferentpaymentmethods,andtheyofferdifferentiatedrecommendationsregardingpaymentchannelsforcountrymanagers.Keywords：Willingnesstopay，Convenience，Mobilepayment，Painofpaying，Adoption1.IntroductionArecentlyintroducedpaymentalternativeismobilepayment.Optimisticcommentatorshavedescribeditasthe“deathofcash”(Pickford,2015);eventheAnglicanchurchusesitforin-churchdonations(Bowsher,2017).Insomecountries,mobilepaymenthasbecomeanestablishedpaymentmechanismsimilartocreditordebitcards.Forinstance,thevolumeofmobilepaymenttransactionisexpectedtoexceedcreditcardtransactionvolumeby30%inChina(Wang,2018).Extantliteratureonpaymentmethodshasfocusedoncomparingcashandcreditordebitcardsandshowsincreasedlevelsofconsumers'willingnesstopay(WTP)whenusingcards(PrelecandSimester,2001;Runnemarketal.,2015).Thiscreditcardpremium(Feinberg,1986)canbeexplainedbylowerpainofpaying(”…directandimmediatedispleasureorpainfromtheactofmakingapayment…”Zellermayer,1996,p.2)through,forinstance,lesstransparencyordecouplingpaymentandtransaction(Gafeevaetal.,2018;Soman,2003;PrelecandLoewenstein,1998).Falketal.(2016)arethefirsttoalsoincludemobilepaymentintheinvestigatedmeansofpayment,althoughonlyassideaspectintheinvestigation,buttheydonotfindasignificantpremiumofmobilepayovercreditcards,onlyversuscash.Weproposepainofpayingalonemightbeinsufficienttoexplaindifferencesinconsumers'WTPfordifferentpaymentmeans.Forinstance,othermediatorsmightaffecttheresults.Conveniencemightbeasecondmediatorthatinfluencesconsumers'WTP.Extantresearchonmobilesolutionsingeneralestablishesconvenienceaskeyadvantagerelativetonon-mobilealternatives(seemobiletravelandbankingapplicationsresearch,e.g.,Dahlbergetal.,2015;Mallat,2007).Alsoresearchonpaymentmeanshassuggestedthatconveniencemightexplainwhyapaymentmethodincreasesconsumers'WTP(Dahlbergetal.,2015;Hirschman,1979).Indeed,previousresearchshowsthatgreaterconvenienceingeneralcanincreaseconsumers'WTP(CarowandStaten,1999;CarriganandAttalla,2001).Thus,ifmobilepaymentismoreconvenient,itshouldalsoincreaseconsumers'WTP,andretailerscouldboostrevenuesbyincentivizingusageofconvenientpaymentmethods(e.g.,bygrantingbonuspointsinaloyaltyprogram).Painofpaying,incontrast,mightnotbearelevantdriverfortworeasons.First,mobilepaymentoftenchargesestablishedpaymentmeans(e.g.,creditcards,directdebit),whichimpliesthatthepainofpayingshouldbethesameasforthesepaymentmeans.Second,mobilephonesmightdetractcustomers'focusfrompainofpaying,asmobilephonesoffermanynon-paymentfunctionalities(e.g.,socialmedia,gaming,photography).Convenienceofmobilephones,however,mightnotalwaysbeinoperation.Specifically,beforeatechnology(e.g.,mobilepayment)canbeconsideredconvenient,itmustbeadopted:Themoreconsumersareusedtoatechnology,themoreconvenientitsusefeels(HuhandKim,2008;Zhou,2011).Wordprocessingsoftwareisawell-knownexample:onlyadoptionanduseofsuchsoftwaremakeitsusageconvenient(Davisetal.,1989);similarly,adoptiontomobiletechnologyrequiresaninitialinvestment,afterwhichtheproductscanbeconvenientlyused(Kimetal.,2007).Inlinewiththediffusionandadoptionliterature(LaiandChuah,2010;Yangetal.,2007),weconnectconvenienceperceptionsofaninnovationwithitsadoption.Wearguethatanadoptionofatechnologyreflectstheacceptanceandexperiencewithitandthusenhancestheconvenienceperceptions.Weproposethatconvenienceperceptionsregardingmobilepaymentwillvarywithpersonaladoptionlevel.Specifically,andasaconsequence,higherWTPformobilepaymentwillemergeonlyforcustomerswhoalreadyadoptedmobilepayment.Wetestthismoderatedmediationinasetofthreestudiesacrosscountriesinwhichweexpectmeaningfulvariationofpersonaladoption(Germany,India,andtheUnitedStates).Therefore,wecontributebyextendingtheexistingpainofpayingtheorywithconvenienceasamechanismtoexplainconsumerbehaviorformobileversusmoretraditionalmeansofpayment,especiallycreditcards.Additionally,weintroduceadoptionofameansofpaymentasamoderatoroftherelationshipbetweenthepaymentmeansandconsumers'WTP.Whiletheadoptionofmobilepaymenthasbeeninvestigatedbyextantresearch(Parketal.,2019)tothebestofourknowledge,thisisthefirstinvestigationwhereadoptionmoderatestherelationshipbetweenthemeansofpaymentandWTP.Managerially,weextendtheinvestigationoftheeffectofpaymentmeanstomultiplemarkets.2.TheoreticalbackgroundPainofpayingandWTPResearchershaveextensivelyinvestigatedtherelationshipbetweenpaymentmethodsandconsumerbehavior(seeTable1).Earlystudies(Feinberg,1986;Hirschman,1979)showthatconsumerspaymorewhentheyareaskedtouseacreditcardthanwhenaskedtousecash.Toexplainthiscreditcardpremium,Zellermayer(1996)coinedtheterm“painofpaying”todescribethefeelingconsumersencounterwhenpaying,whichsuggestsanegativerelationbetweenpainofpayingandWTP.PrelecandLoewenstein(1998)proposementalcouplingasexplanationforthedifferencesinpainofpaying:themorementallydecoupledtheactualpaymentisfromthepurchase(e.g.,becausethetransactionhappensinthefuture,suchasforcreditcards),thelowerthepainofpaying.Subsequentstudiesempiricallyestablishthecreditcardpremiumonconsumers'WTP(PrelecandSimester,2001).Analogousresultshaveemergedforstored-valuecards(Soman,2003),debitcards(Runnemarketal.,2015),andmultifunctionalbankcards(Gafeevaetal.,2018).Otherstudiesidentifythetransparencywithwhichconsumerspartfrommoney(RaghubirandSrivastava,2008;Runnemarketal.,2015;Soman,2003)asadriverofperceived“monetarysacrifice”(BornemannandHomburg,2011,p.490).Thesestudiesshowthatcreditcardsaretheleastpainfulandtransparent,followedbydebitcards,andthatcashisthemostpainfulandtransparentpaymentmethod.Insummary,extantresearchfocusesonpainofpayingasmediatoroftherelationshipbetweenmeansofpaymentandconsumers'WTP,despitethefactthatotherexplanationswerediscussed(e.g.,convenience:Dahlbergetal.,2015).Addingadditionalmediatorsmightcomplementthistheoryiftheybetterdescribethemechanismbetweendifferentformsofpayment,potentiallyalsorenderingtherelationshipsusceptibletonewmoderators.Further,moststudiesandexperimentswereconductedintheU.S.,whereuseoftheinvestigatedpaymentmeansisveryhomogenousandpotentialdifferencesfromdifferentconvenienceperceptionsmight,thus,simplynothavebeenoccurred.Weproposethatpainofpayingusingmobilepaymentisequaltothatofusingacreditcardfortworeasons:First,allmobilepaymentsarechargedthroughexistingcreditordebitcardsand,therefore,arefinanciallyequivalenttothem(e.g.,intermsofsettlementtime).Second,comparedtocash,bothmeansprovidefarlessrestrictedfinancialresources(e.g.,cashrestrictionfororderingadditionalfriesorasodaifonlya5USDbillisavailable,butnorestrictionwithcreditcardormobilephone:Thomasetal.,2011).Third,distractionandmonitoringeffectsoffseteachotherformobilerelativetocreditcardpayment.Ontheonehand,onemightarguethatmobilepaymentshavelowertransparencythancreditcardpayments,becauseasmartphonehasmanydistractingfunctionsotherthanpaying(Bouwmanetal.,2009;Minhetal.,2011),whichreducethelatter'stransparency(Gafeevaetal.,2018).Ontheotherhand,thiseffectislikelyoffsetbytheabilitytoconstantlymonitorspendingwithsmartphoneapps(e.g.,accountbalance,purchasenotifications;Soman,2003).Incidentalfindingsinextantresearchsupportthissuggestion:Falketal.(2016)assesstheeffectofpaymentmeansonthepriceimageofstores,butalsofindthatcreditcardsandmobilepaymentinducehigherWTPthancash,butthatcreditcardsandmobilepaydonotsignificantlydifferfromeachother.Wesuggestthisisduetothesimilarlowpainofpayingforcreditcardandmobilepaymentcomparedtothepainofpayingforcash.AswewillexplaininSection2.3,however,asecondmediationpath(here:convenience)mightexist,which—conditionalonpotentialmoderators(here:adoption)—willinfluenceconsumers'WTP.ConvenienceofpayingBesidessubconsciousinfluences(e.g.,painofpaying)anddirectutilityfromtheservice(e.g.,throughbonuspoints),consumersderiveutilityfromtheactualpaymentprocess(e.g.,throughafasterpayingprocess;Feinberg,1986).Theymayperceivetheactofpayingassimplymoreorlessconvenient,thatis,feelingahighorlowefforttoperformatransaction(Teoetal.,2015).Forinstance,aconsumermightnotwanttocarrycash(Hirschman,1979),anditiseasiertoswipeacreditcardthansearchforcoins(CarowandStaten,1999).Consequently,researchonmeansofpaymenthascalledfor,butnotconducted,anempiricalinvestigationofthemediatingeffectofconvenience(Feinberg,1986;Dahlbergetal.,2015).Conveniencehasnotbeeninvestigatedasadriverofconsumers'WTPfordifferentmeansofpayment.However,theadoptionliteratureoffersfirstevidencewhyconveniencemightbeparticularlyhighformobilephones(e.g.,Kimetal.,2007;Kleijnenetal.,2007).First,becausemostconsumersalwayscarryamobilephone,mobilepaymentmakesthemindependentoftheirwallet(containingcashandcreditcards).Second,mobilepaymentsolutionsusuallydonotrequireconsumerstosignareceiptormemorizeaPINcode,whichismoreconvenientthanusingacreditcard.Third,manyconsumersusetheirmobilephonewhilequeuing(e.g.,forcheckingsocialmedia,readingnews),whichmakesthepaymentmeansdirectlyavailableatcheckout(i.e.,noneedtosearchforawallet).Finally,mobilepaymenthasthefastestprocessingatthepointofsale(Polasiketal.,2013).Thatsaid,wearecautiousaboutpositingtheunconditionalconveniencesuperiorityofmobiletechnology.Instead,wearguethatnotallconsumersfindmobilepaymentmoreconvenient;rather,apersonaladoption(intherespectivecountrymarket)isaprerequisite.TechnologyadoptionandconvenienceofpayingOurkeyassertionisthatconvenienceperceptionofpayingdependsontheadoptionofthepaymentmethod.Adoptionisindividualbutdrivenbymarketconditions.Individually,extantadoptionresearchhasestablishedconvenienceandspeedaskeydriversformobilepayment(LaiandChuah,2010;Parketal.,2019)andcreditcardusage(Yangetal.,2007).Similartomobilepayment,internetbanking(LichtensteinandWilliamson,2006),sustainablesmartcardpayment(Liaoetal.,2014)andconveniencefood(Sheely,2008)neededfrequentusageofitsuserstoinducemoreandmoreconvenience.Alsocompanyexamplesadvisethatadoptiondrivesconvenienceperceptions(Changetal.,2009),asthecaseofWeChatPayinChinashows(Yap2017).Becausetheadoptionoftherelatedmessengerapp(WeChat)isubiquitous,itisconvenienttoalsousethemobilepaymentsolution(WeChatPay),resultinginasurgeofitsmarketshareovertheformerincumbent(AliPay).Insummary,convenienceofpayingshouldbehigherforthosewhohavealreadyadoptedtheinstrumentforconductingthepayment.Inthislight,thenon-effectbetweencreditcardandmobileinFalketal.(2016)mightbeduetonotaccountingforadoptionasamoderatorofthemediationthroughtransparency.Insummary,wesuggestthatindividualadoptionmattersfortheconvenienceperceptionofmobilepayment.Formally:Theeffectofapaymentmethod(creditcard;mobilepayment)onconvenienceofpayingismoderatedbyitsadoption,suchthatexistingadoption(i.e.,usage)increasesconvenienceofpaying.ConvenienceofpayingandWTPAssoonasapaymentmethodisperceivedasmoreconvenient,consumersshouldpreferpayingthroughit,whichultimatelyshouldalsoincreaseWTPcomparedwithlessconvenientpaymentmethods.Consumersinretailaresusceptibletosituationalcharacteristicsofapurchase(TurleyandMilliman,2000),inthatretailsolutionsthatfitconsumers'situationalneedsincreaseWTP(e.g.,fittingshoppingtriptypeandretailenvironment:Hunnemanetal.,2017;ascertainingconsumerswithreviews:Maieretal.,2015;offeringapleasantshoppingenvironment:Bruner,1990).Previousresearchonmobilepaymentadoptionhasproposed,butnottested,convenienceasamediatorofmobiletechnology'seffectonWTP(deKervileretal.,2016;Teoetal.,2015).3.EmpiricalstudiesTable2providesanoverviewofthestudies,allofwhichuseonlinesurveysaddressedtoconsumers.Weconductedthestudiesincountrymarketscharacterizedbydifferentaveragedegreesofadoptionofthefocalpaymentmethods(mobilepayment;creditcard),toensurevarianceamongconsumers'adoptionrates.Thisisbecauseindividualadoptionshouldbeconditionalonmarketconditions,especiallytheavailabilityofapaymenttechnologyinagivencountry.Adoptionmeasuredonthecountrylevelhasalongtraditionindiffusionresearch(ChandrasekaranandTellis,2008).Somedevelopingcountries(e.g.,India,China)haveapoliticalagendatomakemobilepaymentubiquitouslyavailableasareplacementforcash,enablingahighmobilepayadoption(BeyesandBhattacharya,2017;DigitalIndia,2015).Incontrast,incountrieswithoutsuchregulation,traditionalpaymentinstrumentsarereplacedbynewonesmuchmoreslowly(e.g.,cashinGermany,creditcardsintheUnitedStates).Thesemarketconditionsalsoextendtocreditcards:becausethegovernmentaimstoleapfrogfromcashtomobilepayment,manyemergingeconomieshavelowcreditcardadoption,becausetheyproceededdirectlytomobilepayment(PYMNTS,2017).Tothecontrary,thecreditcardpaymentinfrastructureisexcellentinmostWesterneconomies(particularlytheUnitedStates,wherealmosttheentirebodyofresearchonthe“creditcardeffect”wasconducted;seeTable1),leadingtoahighindividualadoptionofcreditcards.Consistentwiththisperspective,averagepaymentsystemadoptionratesvarystronglybetweencountries(eMarketer,2018).Individualadoptionshould,atleastonaverage,therefore,dependonthecountrymarket,becausemobilepaymentandcreditcardtechnologyiswidelysupportedinsomemarkets,whileitisuncommoninothers.Usingcountriestomanipulatevariablesalignswithextantresearch(e.g.,CominandHobijn,2004).Specifically,studies1and2comparegenerallowmobilepaymentadoptioncountries(UnitedStates,Germany)withageneralhighadoptioncounterpart(India).Toreplicatetheknowncreditcardeffect,bothstudiesmeasureconsumers'WTPwhenpayingwithcash.Study3generalizestheinvestigationbyincludingvariedpricelevels.譯文信用卡與移動(dòng)支付對(duì)便利性和消費(fèi)者支付意愿的影響摘要現(xiàn)有的關(guān)于支付方法的文獻(xiàn)著重于比較現(xiàn)金和信用卡，并強(qiáng)調(diào)了支付的痛苦較?。摧^少的負(fù)面后果）。反過(guò)來(lái)，這一發(fā)現(xiàn)解釋了為什么消費(fèi)者在使用信用卡付款時(shí)表現(xiàn)出更高的付款意愿（WTP）。當(dāng)前的研究向該文獻(xiàn)介紹了移動(dòng)技術(shù)作為一種新的支付方式。具體來(lái)說(shuō)，它強(qiáng)調(diào)了便利性，因?yàn)樗窃黾右苿?dòng)支付WTP的積極推動(dòng)力。然而，為了使消費(fèi)者感覺(jué)到移動(dòng)支付是方便的，個(gè)人采用（通過(guò)相應(yīng)國(guó)家市場(chǎng)中的現(xiàn)有系統(tǒng)啟用）是必要的。橫跨多個(gè)國(guó)家市場(chǎng)的三項(xiàng)研究的一組經(jīng)驗(yàn)性地檢驗(yàn)了這些假設(shè)。便捷性逐漸成為移動(dòng)支付和增加的付款意愿之間的新中介者，這取決于個(gè)人采用情況。因此，這些發(fā)現(xiàn)擴(kuò)展了有關(guān)消費(fèi)者使用不同支付方式的機(jī)制的現(xiàn)有文獻(xiàn)，并且它們?yōu)閲?guó)家經(jīng)理提供了關(guān)于支付渠道的不同建議。關(guān)鍵詞：支付意愿，便利性，移動(dòng)支付，支付痛苦，采用引言最近推出的支付方式是移動(dòng)支付。樂(lè)觀的評(píng)論家將其描述為“現(xiàn)金死亡”（Pickford,2015年）。甚至英國(guó)國(guó)教教堂也將其用于教堂內(nèi)捐贈(zèng)（Bowsher,2017）。在某些國(guó)家/地區(qū)，移動(dòng)支付已成為類似于信用卡或借記卡的既定支付機(jī)制。例如，中國(guó)的移動(dòng)支付交易量預(yù)計(jì)將超過(guò)信用卡交易量30％（Wang，2018）?，F(xiàn)有的有關(guān)支付方式的文獻(xiàn)著重于比較現(xiàn)金卡，信用卡或借記卡，并顯示出消費(fèi)者使用卡時(shí)的支付意愿（WTP）有所提高（Prelec和Simester，2001；Runnemark等，2015）。這種信用卡溢價(jià)（Feinberg，1986年）可以通過(guò)較低的透明度（例如， 直接和立即的不滿意或付款行為的痛苦 ”Zellermayer,1996年，第2頁(yè)）來(lái)解釋?；?qū)⒅Ц杜c交易脫鉤（Gafeeva等人，2018;Soman，2003;PrelecandLoewenstein，1998）。?？说?。（2016年）率先將移動(dòng)支付也納入了調(diào)查的支付方式中，盡管這只是調(diào)查的一個(gè)方面，但他們發(fā)現(xiàn)移動(dòng)支付沒(méi)有信用卡支付的任何溢價(jià)，僅是現(xiàn)金支付。我們建議單憑付款的痛苦可能不足以解釋消費(fèi)者因不同付款方式而產(chǎn)生的WTP差異。例如，其他調(diào)解員可能會(huì)影響結(jié)果。便利可能是影響消費(fèi)者用水意愿的第二個(gè)中介。相對(duì)于非移動(dòng)替代方案，現(xiàn)有的移動(dòng)解決方案研究通常將便利性確立為主要優(yōu)勢(shì)（參見(jiàn)移動(dòng)旅行和銀行應(yīng)用研究，例如Dahlberg等人，2015年；Mallat,2007年）。有關(guān)支付方式的研究也表明，便利性可以解釋為什么支付方式會(huì)增加消費(fèi)者的支付意愿（Dahlberg等，2015；Hirschman，1979）。確實(shí)，先前的研究表明，總體而言，更大的便利性可以增加消費(fèi)者的支付意愿（CarowandStaten，1999;CarriganandAttalla，2001）。因此，如果移動(dòng)支付更方便，它也將增加消費(fèi)者的支付意愿，零售商可以通過(guò)激勵(lì)人們使用方便的支付方式（例如，通過(guò)在忠誠(chéng)度計(jì)劃中授予獎(jiǎng)勵(lì)積分）來(lái)增加收入。相反，由于兩個(gè)原因，支付的痛苦可能不是一個(gè)重要的驅(qū)動(dòng)因素。首先，移動(dòng)支付通常會(huì)向既定的支付方式（例如信用卡，直接借記）收取費(fèi)用，這意味著支付的痛苦應(yīng)與這些支付方式相同。其次，移動(dòng)電話可能會(huì)分散客戶對(duì)支付的痛苦，因?yàn)橐苿?dòng)電話提供了許多非支付功能（例如社交媒體，游戲，攝影）。但是，移動(dòng)電話的便利性可能并不總是在運(yùn)行中。具體來(lái)說(shuō)，在將技術(shù)（例如移動(dòng)支付）視為便利之前，必須采用該技術(shù)：消費(fèi)者對(duì)技術(shù)的使用習(xí)慣越多，其使用感覺(jué)就越方便（Huh和Kim,2008；Zhou，2011）。文字處理軟件是一個(gè)眾所周知的例子：只有采用和使用這種軟件才能使其使用方便（Davisetal。，1989）。同樣，采用移動(dòng)技術(shù)也需要初期投資，之后便可以方便地使用產(chǎn)品（Kim等，2007）。根據(jù)傳播和采用的文獻(xiàn)（Lai和Chuah,2010；Yang等，2007）,我們將對(duì)創(chuàng)新的便利感與采用聯(lián)系起來(lái)。我們認(rèn)為，采用一項(xiàng)技術(shù)可以反映對(duì)該技術(shù)的接受程度和經(jīng)驗(yàn)，因此可以增強(qiáng)對(duì)便利性的認(rèn)識(shí)。我們建議，有關(guān)移動(dòng)支付的便利性感知將隨個(gè)人采用水平而異。具體而言，因此，僅對(duì)于已經(jīng)采用了移動(dòng)支付的客戶，才會(huì)出現(xiàn)更高的移動(dòng)支付WTP。我們?cè)谙Ｍ麑?duì)個(gè)人收養(yǎng)產(chǎn)生有意義變化的國(guó)家（包括德國(guó)，印度和美國(guó)）進(jìn)行的三項(xiàng)研究中，對(duì)這種調(diào)解進(jìn)行了測(cè)試。因此，我們通過(guò)便利地?cái)U(kuò)展了現(xiàn)有支付理論的難點(diǎn)來(lái)做出貢獻(xiàn)，以此來(lái)解釋移動(dòng)用戶與更傳統(tǒng)的支付方式（尤其是信用卡）的消費(fèi)者行為。此外，我們介紹了采用支付手段作為支付手段與消費(fèi)者的WTP之間關(guān)系的調(diào)節(jié)者。盡我們所知，現(xiàn)有研究已經(jīng)對(duì)移動(dòng)支付的采用進(jìn)行了調(diào)查（Parketal。，2019），但這是首次研究采用移動(dòng)支付來(lái)緩和支付方式與WTP之間的關(guān)系。在管理上，我們將對(duì)支付手段的影響的研究擴(kuò)展到多個(gè)市場(chǎng)。理論背景付款的麻煩和支付意愿研究人員已經(jīng)廣泛研究了付款方式和消費(fèi)者行為之間的關(guān)系（請(qǐng)參見(jiàn)表1）。早期研究（Feinberg，1986；Hirschman，1979）表明，與要求使用現(xiàn)金相比，要求消費(fèi)者使用信用卡支付的費(fèi)用更高。為了解釋這種信用卡溢價(jià)，Zellermayer（1996）創(chuàng)造了“支付之痛”一詞來(lái)描述消費(fèi)者在支付時(shí)遇到的感覺(jué)，這表明支付痛苦與支付意愿之間存在負(fù)相關(guān)關(guān)系。Prelec和Loewenstein（1998）提出了心理耦合來(lái)解釋支付痛苦的差異：實(shí)際的支付與購(gòu)買的心理分離越多（例如，因?yàn)榻灰装l(fā)生在將來(lái)，例如信用卡交易），則越低付款的痛苦。隨后的研究根據(jù)經(jīng)驗(yàn)確定了消費(fèi)者WTP上的信用卡溢價(jià)（Prelec和Simester,2001年）。對(duì)于儲(chǔ)值卡（Soman,2003）,借記卡（Runnemark等，2015）和多功能銀行卡（Gafeeva等，2018）也出現(xiàn)了類似的結(jié)果。其他研究發(fā)現(xiàn)，消費(fèi)者從貨幣中分離出來(lái)的透明度（Raghubir和Srivastava,2008；Runnemark等，2015；Soman，2003）是感知的“貨幣犧牲”的驅(qū)動(dòng)力（Bornemann和Homburg，2011，第490頁(yè)）。這些研究表明,信用卡是最痛苦和透明的,其次是借記卡,而現(xiàn)金是最痛苦和透明的付款方式。總而言之，盡管討論了其他解釋（例如，便利性：Dahlberg等，2015），但現(xiàn)有的研究集中在支付作為支付手段與消費(fèi)者的WTP之間關(guān)系的中介者的痛苦。如果增加其他調(diào)解人，他們可以更好地描述不同付款方式之間的機(jī)制，則可能會(huì)補(bǔ)充該理論，也可能使這種關(guān)系容易受到新主持人的影響。此外，大多數(shù)研究和實(shí)驗(yàn)都是在美國(guó)進(jìn)行的，在美國(guó)，所研究的付款方式的使用非常同質(zhì)，因此可能根本不會(huì)發(fā)生來(lái)自不同便利性觀念的潛在差異。我們建議使用移動(dòng)支付的痛苦等同于使用信用卡的痛苦，這有兩個(gè)原因：首先，所有移動(dòng)支付都是通過(guò)現(xiàn)有的信用卡或借記卡進(jìn)行收費(fèi)，因此在財(cái)務(wù)上與它們等效（例如，結(jié)算時(shí)間）。其次，與現(xiàn)金相比，這兩種方式所提供的財(cái)務(wù)資源都少得多（例如，如果只能購(gòu)買5美元的鈔票，則訂購(gòu)額外薯?xiàng)l或蘇打水的現(xiàn)金限制要少得多，但對(duì)信用卡或手機(jī)沒(méi)有限制：Thomas等，2011）。第三，相對(duì)于信用卡付款，移動(dòng)設(shè)備的干擾和監(jiān)控效果相互抵消。一方面，有人可能會(huì)爭(zhēng)辯說(shuō)，移動(dòng)支付的透明度要比信用卡支付低，因?yàn)橹悄苁謾C(jī)除了支付功能外還具有許多其他分散注意力的功能（Bouwman等，2009；Minh等，2011），這降低了智能手機(jī)的透明度（Gafeevaetal。，2018）。另一方面，這種效果可能會(huì)被能夠通過(guò)智能手機(jī)應(yīng)用程序持續(xù)監(jiān)控支出的能力所抵消（例如，帳戶余額，購(gòu)買通知；Soman，2003年）。現(xiàn)有研究中的偶然發(fā)現(xiàn)支持了這一建議：Falk等。（2016年）評(píng)估了支付手段對(duì)商店價(jià)格形象的影響，但同時(shí)發(fā)現(xiàn)信用卡和移動(dòng)支付的WTP高于現(xiàn)金，但信用卡和移動(dòng)支付之間沒(méi)有顯著差異。我們建議，這是由于與支付現(xiàn)金相比，信用卡和移動(dòng)支付的痛苦較低。正如我們將在第2.3節(jié)中說(shuō)明的那樣，可能存在第二種調(diào)解路徑（此處為：便利），這取決于潛在的主持人（此處：采用），這將影響消費(fèi)者的WTP。支付便利除了潛意識(shí)的影響（例如支付的痛苦）和服務(wù)的直接效用（例如通過(guò)獎(jiǎng)勵(lì)積分）以外，消費(fèi)