Manshad Muhanad Shakir, Brannon Daniel
Department of Computer Information Systems, Multiexperience Lab, Monfort College of Business, University of Northern Colorado, Greeley, CO 80639, United States.
Department of Marketing, Multiexperience Lab, Monfort College of Business, University of Northern Colorado, Greeley, CO 80639, United States.
J Bus Res. 2021 Jan;122:88-96. doi: 10.1016/j.jbusres.2020.08.049. Epub 2020 Sep 11.
The proliferation of mobile payment applications in recent years has decoupled the physical act of paying from the consumption experience. Prior research suggests that this decreases the psychological sense of loss or 'pain' that consumers feel when making a purchase with more direct payment types (such as cash) and leads them to spend more money. To help address this issue, the present research explores, designs, and tests haptic vibration feedback configurations aimed at restoring the 'pain' of paying with cashless payment options (i.e., online and mobile payment). Counter-intuitively, the present research finds that lower- (vs. higher-) intensity vibration feedback reduces participants' reported willingness-to-spend when compared to a control group that does not receive any vibration feedback. This work is one of the first to explore the role of haptic vibration feedback in nudging consumers to reduce their spending when using cashless payment methods.
近年来移动支付应用的激增，已将支付的实际行为与消费体验分离开来。先前的研究表明，这会降低消费者在使用更直接的支付方式（如现金）进行购买时所感受到的心理损失感或“痛感”，并导致他们花费更多的钱。为了帮助解决这一问题，本研究探索、设计并测试了旨在恢复无现金支付选项（即在线支付和移动支付）支付“痛感”的触觉振动反馈配置。与直觉相反，本研究发现，与未收到任何振动反馈的对照组相比，较低强度（而非较高强度）的振动反馈会降低参与者报告的消费意愿。这项工作是最早探索触觉振动反馈在促使消费者在使用无现金支付方式时减少消费方面作用的研究之一。
