Abstract
The study here is one of the first to consider how mobile payment and basket price judgments affect shoppers' overall price image of retail stores (OSPI). The OSPI concept reflects customers' beliefs about the overall price level of a store relative to competition. A low OSPI is a strong driver of store loyalty. Three empirical studies building on prospect theory show that positive comparisons of basket prices with mental budgets trigger favorable OSPI judgments. The study also investigates the effects of cash, card, and mobile payments on OSPI formation following Soman's (2003) payment transparency concept. Results show that mobile payment, as an innovative payment option, leads to more positive OSPI judgments. Finally, mobile payment significantly increases customers' willingness to pay when compared to cash payments. In sum, these results have major implications for retailers that want to lower their OSPI in customers' minds.
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