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Journal Articles
Payment forms linked to consumer preferences for promotional offers: mediating and moderating factors
Available to Purchase
International Journal of Bank Marketing (2025) 43 (8): 1662–1683.
Published: 21 April 2025
...Chien-Jung Molly Huang; Shih-Chieh Chuang; Yin-Hui Cheng; Jia-Huei Hou Purpose This research examines the relationship between payment forms (cash vs credit card) and consumer promotional offer preferences (price discounts vs bonus packs). It also tests the indirect effects of different valuations...
