An Exploratory Study of User Perceptions of Payment Methods in UK and the US

This paper presents the design and the results of a cross-cultural study of user perceptions and attitudes toward electronic payment methods. We conduct a series of semi-structured interviews involving forty participants (20 in London, UK, and 20 in Manhattan, KS, USA) to explore how individuals use the mechanisms available to them within their routine payment and banking activities. We also study their comprehension of payment processes, the perceived effort and impact of using different methods, as well as direct or indirect recollections of (suspected or actual) fraud and related interactions with banks and retailers. By comparing UK and US participants, we also elicit commonalities and differences that may help better understand, if not predict, attitudes of US customers once technologies like Chip-and-PIN are rolled out – for instance, several US participants were confused by how to use it, while UK participants found it convenient. Our results show that purchasing habits as well as the availability of rewards schemes are primary criteria influencing choices relating to payment technologies, and that inconsistencies, glitches, and other difficulties with newer technologies generate frustration sometimes leading to complete avoidance of new payment methods.