• Corpus ID: 20972505

The Determinants of Online Payment Method Choice: Insight from an Eye-Tracking Study

  title={The Determinants of Online Payment Method Choice: Insight from an Eye-Tracking Study},
  author={Linfeng Hu and Wuke Zhang and Qing Xu},
From the perspective of product uncertainty, the effect of product type, product price and sales on buyer’s online payment method choice was explored with a 2 price levels (high vs. low) × 2 sales levels (high vs. low) × 2 product types (experience vs. search) within-subjects eye-tracking experiment. Thirty voluntary participants from Zhejiang University participated in the experiment. The determinants of payment method choice were examined in three levels data including observable behavior… 
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