Yuqian Xu, Professor of Business Administration at the University of Illinois, conducted a study on "The Impact of Mobile Payment Channel on Consumer Consumption: Evidence from Alipay" in China with Anindya Ghose and Binqing Xiao. The results are interesting in several respects.

Influencing customer behavior with mobile payment solutions

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Yuqian Xu, Professor of Business Administration at the University of Illinois, conducted a study on “The Impact of Mobile Payment Channel on Consumer Consumption: Evidence from Alipay” in China with Anindya Ghose and Binqing Xiao. “These research results are particularly relevant because locandis offers digital customer cards that include a payment function in addition to location-based content and coupon campaigns”, explains pricing expert Prof. Dr. Hans Christian Riekhof, co-managing director of locandis GmbH, a company specializing in digital customer cards and location-based marketing.

Here are the key findings of the study:

  • After the introduction of mobile payments in China, the total frequency of transactions increased by more than 23% on average.
  • The adoption of mobile payment is associated with an increase in so-called “hedonistic” shopping motives. This could be loosely translated as impulse buying.
  • Mobile payment has the greatest influence on products that are associated with low costs or prices and are purchased at high frequency.

The summary of the key findings can be read at the following link:
https://www.sciencedaily.com/releases/2018/11/181129114134.htm

The original study can be downloaded here:
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3270523

Photo: locandis GmbH

 

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