How to Provide an Efficient Payment Offer in B2C E-Commerce?

摘要

The payment offer towards customers represents an important aspect for both a retailer's marketing- and financial objectives with direct implications for firms' profitability (Ingene and Levy 1982). Especially the increasing volume of worldwide transactions, substantial innovations in payment technology and infrastructure (Kahn and Roberds 2009) as well as significant changes in consumers' payment habits (Pimentel 2013; Schuh and Stavins 2010) require new ways of handling payments in business-to-consumer markets in e-commerce (Stroborn et al. 2004).