Abstract
Understanding how people choose has been a major concern for decades. Choice in bureaucratic and controlled settings has been well-studied in the IS field. Few studies have examined natural choice, which occurs when people have multiple options in a free environment. This study uses ethnographic decision tree modelling (EDTM) to understand consumers' digital payment method selection criteria. We held one focus group discussion and semi-structured interviews with 27 participants to develop the decision tree model and tested it with 87 survey participants (304 cases). The verbatim transcriptions of audio-taped interviews were then analysed for key phrases that represented participant decision criteria. The payment method's constraints and reasons were identified. Location at payment time, availability, responsiveness, price value, convenience, accessibility, supporting infrastructure, assurance, fund location, transaction limits, efficiency, reliability, and payee acceptability of a digital payment method influence consumer preferences. The resulting model had a predictive accuracy of 93%.
Recommended Citation
Malufu, Khanyisa and Brown,, Irwin, "Exploring the Zimbabwean Consumers’ Decision Processing Criteria when Choosing a Digital Payment Method" (2023). GlobDev 2023. 8.
https://aisel.aisnet.org/globdev2023/8