摘要
In today's dynamic retail environment, mobile Scan-and-Go services are providing a new way for consumers to shop in-store. To better understand this new retailing practice, we collaborated with a premier book retailer in Asia, which has a well-established mobile Scan-and-Go service. Our findings, based on detailed transactional data, reveal that these users tend to consume a more diverse range of products compared to non-users. More importantly, we show that mobile payment adoption within the context of Scan-and-Go further amplifies the consumption variety of those users. Utilizing a difference-in-differences approach coupled with propensity score matching, we find that mobile payment adoption leads to a significant reduction in the normalized Herfindahl-Hirschman Index (HHI) across multiple dimensions of consumption. This reduction in HHI indicates that users are diversifying their consumption by exploring a broader range of categories. Additionally, we observe a positive impact on overall spending. Grounded in transaction cost theory, our research underscores that the reduction in transaction costs is a key mechanism driving these changes. Our study contributes to the understanding of payment methods and retail technologies, providing novel insights into the strategic use of technological advancements to enhance consumer behavior and bolster emerging sales channels. Our findings offer strategic implications for retailers aiming to leverage technology to thrive in a rapidly evolving market.