|I have comments for (chapter 5 Discussion ) need it change and fix.
5. Reflect on and evaluate the significance of the research in the discipline area.
This part of the thesis achieves satisfactorily, but overall the Discussion is weak. I think the student has struggled to link the findings to overall implications for consumer behavior within the online shopping context. The student has limited the Discussion to a narrow range which may be relevant to credit card providers (e.g. banks) and online payment system providers but has not fully explored the consequences for these providers of, e.g. the gender differences found in choice of payment type. For example, if women were found to prefer using credit cards to pay in online shopping contexts, what does this finding mean for a credit card provider/marketer? Does this mean that women should be communicated with differently when shopping online, especially when paying for products? How should retailers design their shopping carts and payment systems to take account of gender preferences when customers pay? Do these findings mean that online retailers and payments systems providers need to think differently about their segmentation strategies when appealing to online shoppers?
What are the implications for the technology acceptance model (TAM) of these findings? Overall, I think that the Discussion chapter struggles to link the findings clearly to marketing, especially to the implications for digital/online marketers who provide payment systems for consumers. There is little mention of retailers who use these systems and I think the thesis fails to sufficiently consider this stakeholder group.
while the research questions themselves are important and interesting for managers and academics, the report itself contains a large number of weaknesses that mean there is limited value in the report findings themselves
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Which factors influence consumers’ choice of payment method when purchasing online?
also,Since the questionnaire does not ask respondents about their non-electronic payment methods, I do not think it is fair to say that people generally prefer using online payment methods (refer to 4.3 – first sentence). In respect to the discussion, I feel that the student provides only a descriptive translation of the tables and findings without explain the rationale behind them. Subheadings in chapter 5 require a proper numbering.
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