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Perceived value in payment modes: cognitive and affective value among Brazilian consumers
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Resumo(s)
Consumers have been found to hold certain perceptions on Payment Modes (PMs) such as cash, credit or debit card, or digital payments, which will then influence their spending and purchasing behavior (e.g., the type, value and amount of purchased goods). Increasing attention has been devoted to this phenomenon. Despite the extensive body of research on the subjectivity underlying PMs and subsequent impact on consumers’ decision-making process, contradictory findings have been reported. Moreover, a scale to assess consumers held perceptions of PMs is still lacking. This study focuses on the concept of consumer perception of PMs. We draw on the marketing literature on payments and on two well-accepted theoretical frameworks - the Cognitive-Affective Behavioral Paradigm and the Consumption Value Theory - to put forward three specific hypotheses on the cognitive and affective value perceived by consumers. We focus on what has been classified as the ‘most traditional’ and ‘more innovative’ PMs, i.e., cash and digital payments. The aim of this project is twofold: first, to develop a measurement scale for measuring consumers perceived value of PMs, and second, we show how traditional PMs are less valued by consumers than more innovative ones. The suggested scale is an extended and adapted version of PERVAL, a well-established scale for assessing the value of goods and services. The scale was validated with a sample data of 400 Brazilian consumers employing a confirmatory factor analysis. The suggested hypothesis were tested with the same database, using a mean comparison model via multi-linear regression. Results show that consumers perceive cash having the lower cognitive value when compared to other PMs, and digital holding the higher affective value. Also, digital was found having the highest overall perceived value, also leading to the most positive attitude regarding PMs. This study contributes to the literature, first by providing a consumer perceived value measurement scale for PM scale which considers recent PMs and the cognitive and affective dimensions. And second, we show that consumers perceive PM underlying value differently, perceiving digital PM as the one which results in higher value. This is expected to affect their decision-making. The research also provides managers and the payment industry with a clearer understanding of the differences in perceived value between different PMs, reflecting insights on the strategy regarding offered payment experiences for different types of purchases, as well as for the development of new PMs.
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Palavras-chave
Payment modes Scale development Cognitive value Affective value Consumer perceived value Decision making