The Effect of Mobile Payment on Compulsive Buying:the Mediating Role of Hedonic Value

来源 :华人学者营销协会,上海财经大学商学院,上海市市场学会 | 被引量 : 0次 | 上传用户:zxc99zxc
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  Mobile payment refers to the payment process where mobile users make payment using Internet-connected mobile devices(Dahlberg,Mallat,Ondrus,& Zmijewska,2006).Due to its flexibility and convenience,mobile payment is gaining prevalence around the world(Gartner,2015).Most previous research has explored the adoption of this new way of payment among consumers(Dahlberg,Guo & Ondrus,2015),but little research has been done about how mobile payment may affect the purchasing behaviors of consumers.This research examines the relationship between the irrational use of mobile payment and compulsive buying,a tendency of consumers to buy repetitively and excessively(Ridgway,Kukar-Kinney & Monroe,2008; Japutra,Ekinci & Simkin,2017).Previous research shows that irrational use of payment methods such as credit cards is strongly linked to compulsive buying(dAstous,1990).When using payment methods like credit cards,consumers may feel that money is abstract and unreal(Roberts,1998)and the immediate need for money in the purchase is reduced,which may trigger compulsive buying behavior(dAstous,1990).Similar to the use of credit cards,mobile payment provides high level of ease of use and convenience(Ting et al.,2016).Thus,this research proposes that consumersirrational use of mobile payment affects compulsive buying(hypothesis 1).Previous studies(e.g.De Kerviler,Demoulin & Zidda,2016)find that mobile payment is accompanied by hedonic benefits,and research in compulsive buying behavior demonstrates that a key antecedent to this behavior is hedonic motivation in shopping(Horváth,2017).Accordingly,we posit that irrational use of mobile payment will increase the hedonic value in purchasing,which in turn links to compulsive buying behavior.Thus,hedonic value is a potential mediator between the irrational use of mobile payment and compulsive buying(hypothesis 2).Drawing on a survey in China,this research finds that:(1)irrational use of mobile payment has a significant impact on compulsive buying behavior; and(2)hedonic value is a complete mediator between irrational use of mobile payment and compulsive buying.This research contributes to literature by demonstrating one possible consequence of mobile payment.It shows that when consumers take advantage of mobile payment in their purchasing,they may result in compulsive buying behavior due to the hedonic benefits this convenient payment method brings.
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