The influence of subjective value on mobile payment security warnings: An eye movement study

Abstract

Payment security has become a vital issue with the popularization of mobile payments among people and in various fields. Warnings are designed to alert users to potential risks but are only effective if users understand them. The current study aims to investigate whether the subjective value of colour formed by experiences influences the effectiveness of mobile payment security warnings. Using eye-tracking techniques, Experiment 1 compared the difference in user behaviour between the high-risk condition (red warnings) and the low-risk condition (green warnings). Experiment 2 detected whether the amounts transferred impacted users' behaviour that was affected by the subjective value of colour. The results showed that compared to a warning with a low-risk condition, warnings with a high-risk condition could capture the attention of participants more quickly, leading to more payment rejection. The results also showed that when making macro payments, the amounts may be prioritized over the subjective value of colour to drive attention and make the payment decision. This study shows the influence of users' characteristics on the interaction process and provides data to support interaction interface design and user behaviour research.