Understanding Online Payment Method Choice: An Eye-tracking Study

Xu Qing, René Riedl

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

5 Citations (Scopus)

Abstract

Due to the impact of online payment on the development of e-commerce, this article seeks to deepen the current understanding about the determinants of online payment method choice. Based on an extensive literature review, we identified perceived trustworthiness of the seller and perceived product uncertainty as major determinants, and we theorize that product type, product price, and product description are antecedents of product uncertainty. In our theoretical framework, we model perceived trustworthiness of the seller and perceived product uncertainty as independent variables, which are hypothesized to predict the dependent variable, namely online payment method choice (credit card, debit card, or cash on delivery). Moreover, we define payment method characteristics (e.g., information security) and buyer characteristics (e.g., trust propensity, online shopping experience) as control variables. Also, we describe a laboratory experiment in which we test our theoretical framework. Considering the recent calls for the use of neurobiological and physiological approaches to advance information systems (IS) theorizing (see, for example, www.NeuroIS.org), we suggest using eye-tracking data to complement traditional data sources, particularly those captured through survey research. Specifically, we propose that eye- tracking data can be used to measure product uncertainty, a major predictor of online payment method choice, which is associated with unconscious and automatic informationprocessing that cannot be articulated easily through self-reports.

Original languageEnglish
Title of host publicationInternational Conference on Information Systems 2011, ICIS 2011
PublisherAssociation for Information Systems (AIS)
Pages1518-1529
Number of pages12
ISBN (Print)9781618394729
Publication statusPublished - 2011
Event32nd International Conference on Information Systems (ICIS) - Shanghai, China, China
Duration: 4 Dec 20117 Dec 2011

Publication series

NameInternational Conference on Information Systems 2011, ICIS 2011
Volume2

Conference

Conference32nd International Conference on Information Systems (ICIS)
CountryChina
CityShanghai, China
Period04.12.201107.12.2011

Keywords

  • Eye-tracking
  • Neurois
  • Online payment method choice
  • Trust
  • Uncertainty

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