Cash, credit card, or mobile? Examining customer payment preferences at chain restaurants in Taiwan

ABSTRACT

During the COVID-19 pandemic, restaurant customers tended to avoid cash payment to prevent interpersonal contact, resulting in an increased global trend of mobile pay. Following this trend, this study aims to examine why consumers vary in their payment preferences at chain restaurants (mobile vs. traditional payments) as well as how their preferences influence their perceptions and intentions to use mobile payments. Research findings were derived from two online panel surveys with a total of 1,200 Taiwanese mobile phone users. Regression analyses and analysis of variance were used to examine the antecedents and consequences of the preferred payment methods at chain restaurants. The results showed that customers who preferred traditional payment methods (cash or credit card) perceived mobile payment as not very useful, somewhat risky, and not popular within their social groups. On the contrary, more innovative and venturous customers perceived mobile payment as very convenient, low risk, and fun to use. This research provides valuable information for chain restaurant owners to develop strategies to increase the use of their mobile apps based on customers’ preferred payment methods.

KEYWORDS:

• mobile payment
• chain restaurants
• payment behavior
• Mobile Pay