Cash or Card: Consumer Perceptions of Payment Modes - Scholarly ...

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debit card, this study concentrates on how personal savings (owned money or liquid money) is spent. So the focus is on comparing cash and debit card use. There is evidence that the type of purchase characteristics affects the payment mode choice- with infrequently purchased and high value correlating with use of debit (or credit) cards (Boeschoten, 1992; Bounie and Francois, 2009; Sing, 2004). So an important consideration is the purchase context and the recognition that findings may only be relevant to this context. For this study the purchase of household provisions via a single supermarket transaction was selected because a) the total expenditure can be substantial but the individual items are usually numerous and low cost and b) it is a routine purchase where there is variability in the use of payment mode. 1.6: Research Design This study is a multi-phase, multi-method field based naturalistic enquiry. The study centres on two tasks. One is to ascertain perceptions of cash and debit card payment modes and to examine the relationship between payment mode perceptions and payment mode choice selection. The other is to examine the relationship between payment modes and actual purchase behaviour. To manage these tasks, the study will be conducted in three phases. The first phase adopts a phenomenological approach to data collection and sits within the subjective-interpretive perspective. Data will be collected via focus group discussion and projective tests. The second phase is the development and testing of an instrument designed to capture perceptions of cash and debit card payment modes. The third phase requires the identification and recording of: the amount spent and the characteristics of products purchased; participants preferred payment modes; participant perceptions of payment modes. Essentially these are data that can be quantified and statistically analysed. Phase three participants will be randomly allocated to one of three test conditions: to pay for their transaction by cash; to pay with a debit card and to use their normal payment mode (control group). Data for this phase will comprise purchase receipts for a one week household supermarket shop and participants response to a payment mode perception questionnaire. The questionnaire will be developed from the data obtained in phase one and will be used to 7
compare participants normal or preferred payment with their perceptions of current payment modes available. 1.6.1: Sampling Procedure Participants for phase one and three will be recruited via an invitation through community groups. Purposeful sampling is adopted for both phases; specifically non-probability criterion-based purposeful sampling (Hair, Bush, & Ortinau, 2009; Patton, 2002). Purposeful sampling allows the researcher to intentionally select participants who have experience with the central phenomenon or the key concept being explored. Where there is the need to control for factors that could influence outcome a ‘maximal variation sampling’ strategy is recommended (Creswell, Clark, Gutmann and Hanson, 2003). Various studies report that some demographics factors link to payment mode choice. There is fairly consistent evidence that age, income and education influence payment mode choices. High income and education level have a positive relationship both debit and credit card owner ship however younger people and females have higher debit card ownership (Pahl, 1999; Singh and Ryan, 1999; Borzekowski, Kiser and Ahmed, 2006; Carpenter and Moore, 2008; Klee, 2004; Lee and Kwon, 2002). In addition, according a Nielsen Report (2011), two thirds of supermarket shoppers in New Zealand are women, therefore the intent is to recruit participants who represent the ethnic composition of New Zealand, who have tertiary/non- tertiary qualifications and who are: � Females aged 24-45 � Who live in a household comprising a partner and one child under the age of five and have similar disposable incomes � Who live in suburbs whose residents have similar demographic characteristics 1.6.2: Analytic Procedures The study acquires two different types of data; phase one requires qualitative data and phases two and three empirical data. Data from the stage one focus groups, once transcribed, will be text analysed using Nvivo. The analysis process follows the “constant comparative technique”. The PMP (Payment Mode Perceptions) questionnaire validation will be subjected 8
Page 1 and 2: Cash or Card: Consumer Perceptions
Page 3 and 4: Chapter Four: Research Design and M
Page 5 and 6: List of Figures Figure 6.1 Sree Plo
Page 7 and 8: List of Tables Table 6.1. Explorato
Page 9 and 10: Acknowledgement The research idea i
Page 11 and 12: Abstract This study examines the co
Page 13 and 14: the payment mode selected impacts o
Page 15 and 16: Identifying the exact origin of anc
Page 17: 1.5: Study Locus and Context The av
Page 21 and 22: Chapter 2 provides a critical revie
Page 23 and 24: 2.2: The Emergence of the Money Con
Page 25 and 26: commodity (bullion) and issued the
Page 27 and 28: 2.5: Payment Mode and Purchase Beha
Page 29 and 30: and Belmont (1996) found that resta
Page 31 and 32: Households’ Spending’ run by th
Page 33 and 34: students (n=37) were also asked to
Page 35 and 36: enefit of consumption and the assoc
Page 37 and 38: associated with the purchase of ple
Page 39 and 40: A number of explanations for how pa
Page 41 and 42: 2.6.5: Summary As this review of th
Page 43 and 44: Questions one and two are based on
Page 45 and 46: and label" events and occurrences,
Page 47 and 48: Thaler (1998) asserts that mental a
Page 49 and 50: If this is so then it is the transp
Page 51 and 52: The Chapter contends that the payme
Page 53 and 54: In this chapter, the methodology fo
Page 55 and 56: solid data, the issue of generalisa
Page 57 and 58: the experience. To do this requires
Page 59 and 60: as participants managed to link the
Page 61 and 62: 4.4.2: Participant Selection There
Page 63 and 64: were initially examined via a test-
Page 65 and 66: set, in addition to the payment mod
Page 67 and 68: There are two major validity threat
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The Chapter commences by describing
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of all three projective tests. A fu
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However the negative thoughts diffe
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cold. It seems that money in the de
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thought the shoe (that was linked t
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Exhibit 5.6: Summary of findings $2
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denominations ($5, $10). On the oth
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Emotions (see Exhibit 5.7g) The mos
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� It is just when I can hear coin
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� I don’t feel that when I see
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Exhibit 5.7 (c) LIQUIDITY � if I
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Exhibit 5.8. Quotes for PMP Scale.
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82 Using cash to pay for purchases
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84 Using a debit card to pay for tr
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` 86 If I had a $20 note in my wall
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88 Chapter Six Development and Vali
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latent variable determines the obse
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oot (sqrt) was applied to normalize
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Exploratory Factor Analysis reveale
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96 Table 6.2: Inter-Item and Item-t
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98 Exhibit 6.5: 49 Item Scale in Pr
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6.4.2: Pre-Test Two - Internal Cons
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The 45 items were examined to facto
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6.4.4: Pre Test Two - Final Factor
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6.4.6: Assessing Construct Validity
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used to measure individual construc
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110 Exhibit 6.9: Pre-Test Items Rem
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Table 6.14: Summary of Final Result
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All dimensions (Table 6.16) show AV
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7.1: Chapter Overview 116 Chapter S
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Four product categories of househol
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Since the use of cash and debit car
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7.4.1.2: Control Group-Test Groups
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7.4.2: Proposition Two Evaluation T
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126 Table 7.8: Indulgence Food Prod
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128 Exhibit 7.2: Proposition Two: E
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130 Table 7.12: Comparisons of Fact
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Proposition Two that- where consume
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Table 7.13: Mean Item Score: Field
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Research Question One: Do the cogni
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token is used, perceptions and beha
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would spend it on something special
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8.4: Methodological Contribution Th
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144 � The priming regarding the s
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it may be prudent for governments,
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Bechara, A., & Damasio, A. (2005).
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Carruthers, B., & Babb, S. (1996).
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Dohrenwend, B. P., Itzhak Levav, P.
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Garcia-Swartz, D., Hahn, W. R., & L
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Hair, J. F., Black, W. C., Babin, B
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Kassarjian, H. H. (1977). Content a
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Loix, E. Pepermans, R. Van Hove, L.
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Nielsen Research (2011, August) Nie
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Reimann & Bechara (2009) The somati
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Singh (2004) Impersonalisation of e
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Trent, J. & Smalley, G. (1992) The
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Zelizer, V. (1994). The social mean
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its usage. This in turn points out
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Adam Smith proposed that money is s
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During the 1950s, researchers began
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use of borrowed money. The introduc
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Appendix 2: Projective Tasks- Workb
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TASK THREE For this activity you wi
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TASK SIX Shopping experience using
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Activity Two Tick five traits/chara
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Appendix 3: Moderator Guide When pa
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important. Individual opinions and
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192 Write few sentences describing
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Appendix 5: Projective Tests- Theme
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Appendix 7: Projective Tool (Debit
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