Khan Jashim

Jashim Khan

First name: Jashim
Last name: Khan
Department: Business- Marketing
Area of teaching: Marketing, Consumer Behaviour, Digital Marketing, IMC, Strategy
Nationality: New Zealand
Qualification: PhD
Sketch biography: Lecturer in Marketing with University of Surrey, UK, Dr Khan holds a doctorate in business marketing from AUT University, New Zealand. His current research looks at experimental consumer behaviour in new digital environment with particular interest in how mobile devices influences consumption and informs online-mobile education. He is also an honorary lecturer in marketing with University of Liverpool/ Laureate Education and holds adjunct lecturer role with Dongbei University of Finance and Economics, China. Previously he was a Lecturer in Marketing at AUT University and a visiting professor of marketing with Ramkhamhaeng University, Thailand. Dr Khan’s research interest include the use of contactless smart cards, mobile Internet, location based advertising, and social media that are transcending consumption landscape and redefining how we shop for goods and services. His work appears in Journal of Business Research, Journal of Economic Psychology, Association for Consumer Research; Journal of Business and Economics, and International Business and Economic Review.

Chapter title: The Effect of Cultural Values in Mobile Payment Preference

Abstract: The purpose of this study is to compare French and New Zealand consumers’ perceptions of mobile payments (m-payments) relative to other options to identify the preferred mode of payment and related spending behaviour. Evidence suggests that payment modes can influence spending behaviours and therefore this is important to commerce to promote payment modes that facilitate transactions. Using the Perceptions of Payment Mode (PPM) scale (Khan et al., 2015), this study was able to identify cultural differences on perceptions of cash payments, though both countries’ consumers held negative perceptions of, and emotions towards, m-payments relative to other options. The empirical results are useful in understanding cultural aspects of payment modes and for companies to recognise consumers’ associations with these modes to enhance relations, services and the use of m-payments.

Keywords: Hofstede Culture, Individualism, Collectivism, Masculinity, Uncertainty Avoidance, Indulgence, Long-termism, Mobile, M-Payment, New Zealand, France, Payment mode choice, Mobile Commerce

Co-author: Pelet, J., Rivers, G. and Zuo, N


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