Na Zuo


First name: Na
Last name: Zuo
Nationality: New Zealand
Qualification: Master of Marketing
Professional and academic career: Director – Digital Economy Consulting Centre
Sketch biography: Na Zuo is a business and technology consulting professional with digital economy programme management experience. 19 years of business experience within the retail, fashion, construction, alcohol beverage, financial services, and digital technology. Specialising in sales & marketing, category management, supply chain management, and procurement across various industries in New Zealand, Australia and China.

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: Khan, J., Pelet, J. and Rivers, G.


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