THE CASH-ON-DELIVERY EFFECT: HOW PAYMENT LOGIC MODERATES IMPULSE BUYING IN E-COMMERCE INTERFACES

Abstract

Purpose: This study examined the differential effects of payment method preference, visual scarcity cues, and perceived return policy ease on impulse purchase behavior among Greek online shoppers.

Methodology: A quantitative, cross-sectional survey design was employed, collecting data from 150 frequent online shoppers through a structured, self-administered questionnaire. Payment Method Preference was dummy-coded (1 = Cash-on-Delivery, 0 = Pre-paid/Card). Standard Multiple Linear Regression was utilized to assess the independent contributions of each predictor variable to impulse purchase behavior.

Findings: Visual Scarcity Cues (β = 0.326, p < 0.001) emerged as the strongest predictor, followed by Perceived Return Policy Ease (β = 0.309, p = 0.001). Payment Method Preference also demonstrated a significant positive effect (β = 0.177, p = 0.044), with COD users exhibiting higher impulse tendencies than pre-paid/card users. All constructs demonstrated satisfactory internal consistency, with Cronbach's alpha values ranging from 0.767 to 0.853.

Practical Implications: E-commerce managers should strategically deploy scarcity messaging alongside transparent return policies to stimulate conversions. Given COD's association with elevated impulse purchasing, platforms should consider redesigning payment gateways to mitigate return-related revenue losses.

Originality/Value: This research extends the pain-of-payment literature into the under-examined context of deferred cash transactions, empirically isolating COD preference's unique contribution to impulse buying while controlling for scarcity cues and return policy perceptions in the Greek e-commerce landscape.