The effects of transaction methods on perceived contamination and attitude toward retailers

Document Type

Article

Publication Date

1-1-2022

Abstract

Advancing technology and increasing demand for contactless purchase methods have encouraged retailers to integrate technology into the point-of sale experience. However, limited research explores how consumers perceive contactless payment technology compared with traditional payment methods. Two experiments demonstrate that contactless payment methods, when compared with traditional, contact forms of payments such as cash and credit card transactions, are perceived as less contaminated. Additionally, consumers using contactless payment technology hold more favorable attitudes toward the retailer. However, the benefits derived from using contactless payments are negated for retailers whose customers expect to use contaminated methods of payment, such as cash.

Publication Source (Journal or Book title)

Journal of Marketing Theory and Practice

First Page

394

Last Page

404

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