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How mobile payment influences the overall store price image

机译：移动支付如何影响整体商店价格形象

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The study here is one of the first to consider how mobile payment and basket price judgments affect shoppers' overall price image of retail stores (OSPI). The OSPI concept reflects customers' beliefs about the overall price level of a store relative to competition. A low OSPI is a strong driver of store loyalty. Three empirical studies building on prospect theory show that positive comparisons of basket prices with mental budgets trigger favorable OSPI judgments. The study also investigates the effects of cash, card, and mobile payments on OSPI formation following Soman's (2003) payment transparency concept Results show that mobile payment, as an innovative payment option, leads to more positive OSPI judgments. Finally, mobile payment significantly increases customers' willingness to pay when compared to cash payments. In sum, these results have major implications for retailers that want to lower their OSPI in customers' minds. (C) 2016 Elsevier Inc. All rights reserved.
机译：这项研究是第一个考虑移动支付和一揽子价格判断如何影响购物者的零售商店整体价格形象（OSPI）的研究之一。 OSPI概念反映了客户对商店相对于竞争的整体价格水平的信念。较低的OSPI是促使商店忠诚度的重要因素。基于前景理论的三项实证研究表明，篮子价格与心理预算的积极比较会触发有利的OSPI判断。该研究还根据Soman（2003）的支付透明性概念，研究了现金，卡和移动支付对OSPI形成的影响。结果表明，移动支付作为一种创新的支付方式，对OSPI的判断更为积极。最后，与现金支付相比，移动支付显着提高了客户的支付意愿。总而言之，这些结果对于希望在客户心目中降低其OSPI的零售商具有重大意义。 （C）2016 Elsevier Inc.保留所有权利。

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