Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Payment instruments choice of Russian consumers: reasons and pain points

Payment instruments choice of Russian consumers: reasons and pain points The paper aims to explore reasons for choosing different payment instruments and pain points from using them in a Russian context. It proposes that given the expansion of the range of personal payment instruments, the choice for payment is now influenced by many factors, including the type of financial provider and potential benefits for consumers.Design/methodology/approachThis paper is an exploratory study that uses data from the qualitative research conducted in three Russian cities (Moscow, Yekaterinburg and Saratov) based on 50 online payment diaries and 12 group discussions. It was complemented by the analysis of consumers’ posts on six relevant media platforms.FindingsThe results show that a bank card is a new must and people choose it for convenience, safety and access to online purchases inside and outside Russia. Cash is used out of habit or wherever cashless payments are either not free or unavailable. Reasons for smartphone pass-through wallet usage include speed, attribute of style and higher cashbacks.Research limitations/implicationsThe limitations of the study are similar to any qualitative research and include, in particular, lack of generalization. Proposed hypotheses might be further tested quantitatively on a representative sample.Practical implicationsThe results might help providers of financial services in creating better quality products that address consumer pain points and in developing strategies that allow for the changing preferences of consumers.Originality/valueTo the authors’ knowledge, this is the first such study to consider reasons for choosing and pain points from using certain payment instruments in the emerging markets, in particular, Russia. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Enterprising Communities People and Places in the Global Economy Emerald Publishing

Payment instruments choice of Russian consumers: reasons and pain points

Loading next page...
 
/lp/emerald-publishing/payment-instruments-choice-of-russian-consumers-reasons-and-pain-0t4aSjH0Vn

References (54)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1750-6204
DOI
10.1108/jec-09-2019-0089
Publisher site
See Article on Publisher Site

Abstract

The paper aims to explore reasons for choosing different payment instruments and pain points from using them in a Russian context. It proposes that given the expansion of the range of personal payment instruments, the choice for payment is now influenced by many factors, including the type of financial provider and potential benefits for consumers.Design/methodology/approachThis paper is an exploratory study that uses data from the qualitative research conducted in three Russian cities (Moscow, Yekaterinburg and Saratov) based on 50 online payment diaries and 12 group discussions. It was complemented by the analysis of consumers’ posts on six relevant media platforms.FindingsThe results show that a bank card is a new must and people choose it for convenience, safety and access to online purchases inside and outside Russia. Cash is used out of habit or wherever cashless payments are either not free or unavailable. Reasons for smartphone pass-through wallet usage include speed, attribute of style and higher cashbacks.Research limitations/implicationsThe limitations of the study are similar to any qualitative research and include, in particular, lack of generalization. Proposed hypotheses might be further tested quantitatively on a representative sample.Practical implicationsThe results might help providers of financial services in creating better quality products that address consumer pain points and in developing strategies that allow for the changing preferences of consumers.Originality/valueTo the authors’ knowledge, this is the first such study to consider reasons for choosing and pain points from using certain payment instruments in the emerging markets, in particular, Russia.

Journal

Journal of Enterprising Communities People and Places in the Global EconomyEmerald Publishing

Published: Mar 2, 2020

Keywords: Consumer behavior; Payment instruments; Pain points; Financial services; Emerging markets; Smartphone payments; Payment cards

There are no references for this article.