The effects of transaction methods on perceived contamination and attitude toward retailers

Abstract

ABSTRACT Advancing technology and increasing demand for contactless purchase methods have encouraged retailers to integrate technology into the point-of sale experience. However, limited research explores how consumers perceive contactless payment technology compared with traditional payment methods. Two experiments demonstrate that contactless payment methods, when compared with traditional, contact forms of payments such as cash and credit card transactions, are perceived as less contaminated. Additionally, consumers using contactless payment technology hold more favorable attitudes toward the retailer. However, the benefits derived from using contactless payments are negated for retailers whose customers expect to use contaminated methods of payment, such as cash.