Cash or Card: Consumer Perceptions of Payment Modes - Scholarly ...
Cash or Card: Consumer Perceptions of Payment Modes - Scholarly ...
Cash or Card: Consumer Perceptions of Payment Modes - Scholarly ...
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128<br />
Exhibit 7.2: Proposition Two: Evaluation<br />
P2a: The overall mean amount spent in a single transaction will be less via cash than<br />
via a debit card payment mode.<br />
P2b: The overall mean number <strong>of</strong> products purchased in a single transaction will be<br />
less via cash than via a debit card payment mode.<br />
P3c: The overall mean amount spent on indulgence products purchased in a single<br />
transaction will be less via cash than via a debit card payment mode.<br />
P3d: The overall amount spent on meals and drinks in a single transaction will be<br />
comparatively less via cash than via a debit card payment mode.<br />
P3e: The overall amount spent on non-food items in a single transaction will be less<br />
via cash than via a debit card payment mode.<br />
P3f: Where cash is used the overall amount spent on distribut<strong>or</strong> (house) brands will<br />
be m<strong>or</strong>e than the amount spent on national brands.<br />
P3g: Where a debit card is used the overall amount spent on distribut<strong>or</strong> (house)<br />
brands will be less than the amount spent on national brands.<br />
7.4.3: Discussion<br />
Supp<strong>or</strong>ted<br />
Supp<strong>or</strong>ted<br />
Not supp<strong>or</strong>ted<br />
Partially<br />
supp<strong>or</strong>ted<br />
Partially<br />
supp<strong>or</strong>ted<br />
No supp<strong>or</strong>ted<br />
Supp<strong>or</strong>ted<br />
There is enough evidence to conclude that there is some supp<strong>or</strong>t f<strong>or</strong> three <strong>of</strong> the ancillary<br />
propositions, and partial supp<strong>or</strong>t f<strong>or</strong> two. Only one – Proposition P3c- The overall mean<br />
amount spent on indulgence products purchased in a single transaction will be less via cash<br />
than via a debit card payment mode, is not supp<strong>or</strong>ted. This is contrary to the findings <strong>of</strong> the<br />
Thomas et al., 2010 study. However f<strong>or</strong> the present study, this course may be driven by<br />
research effects, in that participants, realising that they would be providing their shopping<br />
dockets, may have curbed their expenditure on indulgence products as the actual number<br />
purchased is exceedingly small. So one cannot conclude that the findings <strong>of</strong> the Thomas et al.<br />
2010 are not the case. Given this, it can be concluded that there is supp<strong>or</strong>t f<strong>or</strong> Proposition<br />
Two. Since the participants knew that they would be paying by each <strong>of</strong> the payment modes,<br />
the transaction cost influence is removed. Theref<strong>or</strong>e it can be concluded that payment mode<br />
use does impact the number and type <strong>of</strong> products purchased.<br />
This, coupled with the findings <strong>of</strong> previous studies does suggest that the payment mode use<br />
affects purchase behaviour, with the use <strong>of</strong> cash having a greater degree <strong>of</strong> impact than the<br />
use <strong>of</strong> cards (debit <strong>or</strong> credit). However there is a variation across card use and it would seem<br />
that the use <strong>of</strong> personal savings does temper expenditure. It may well be that our mental<br />
accounting facility is not totally <strong>of</strong>f-set by the lack <strong>of</strong> transparency and the element <strong>of</strong> credit<br />
serves to increase opacity; perhaps due to the fact that actual payment is in the future.
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