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This study aims to investigate and develop new insights on how reinforcement of consumption voucher distribution to residents in Hong Kong impacts continuous use of digital payment solutions within the omnichannel retail environments. Additionally it formulates a ground to validate and extend the theoretical model of consumer’s channel preference in omnichannel retail by exploring how consumer behavior shifts and evolve through the lens of social learning and operant conditioning. The study utilizes robust longitudinal datasets with transaction records from 50 restaurants and retail companies in Hong Kong. The empirical testing showed a strong fit of research model and significant support for findings. This study reveals new knowledge and insights demonstrating that positive reinforcement of consumption vouchers to the population had significant influence to shape consumer behavior in continuous use of digital payment solutions in the omnichannel environments. These results demonstrate important managerial implications for strategic business directions and policy evaluation. From a theoretical perspective this research highlights the importance of understanding social learning and operant conditioning within the scope of consumer behavior formation in continuous use of technology solutions. It could provide new insights to further expand the research direction among dynamic development of financial technology and omnichannel commerce.

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Can the Government’s Distribution of Consumption Vouchers Stimulate Adoption of Digital Payment Channels? Insights from a Social Learning Perspective

  • 会议论文

  • 发表日期：

    2025年

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  • Roman Podkorytov,
  • Ying Jen Chiang,
  • Ron Chi-Wai Kwok

摘要

This study aims to investigate and develop new insights on how reinforcement of consumption voucher distribution to residents in Hong Kong impacts continuous use of digital payment solutions within the omnichannel retail environments. Additionally it formulates a ground to validate and extend the theoretical model of consumer’s channel preference in omnichannel retail by exploring how consumer behavior shifts and evolve through the lens of social learning and operant conditioning. The study utilizes robust longitudinal datasets with transaction records from 50 restaurants and retail companies in Hong Kong. The empirical testing showed a strong fit of research model and significant support for findings. This study reveals new knowledge and insights demonstrating that positive reinforcement of consumption vouchers to the population had significant influence to shape consumer behavior in continuous use of digital payment solutions in the omnichannel environments. These results demonstrate important managerial implications for strategic business directions and policy evaluation. From a theoretical perspective this research highlights the importance of understanding social learning and operant conditioning within the scope of consumer behavior formation in continuous use of technology solutions. It could provide new insights to further expand the research direction among dynamic development of financial technology and omnichannel commerce.