Abstract
With the rapid rise of digital financial technologies, various online payment platforms have emerged as convenient alternatives to traditional methods. Existing studies primarily focus on the benefits of digital payments but fail to fully explain why many consumers, particularly in semi-rural areas, still prefer cash-based transactions. This study explored the continued preference for traditional cash-based payment methods among customers despite the increasing adoption of digital alternatives. However, the study was limited by its geographic scope, focusing solely on Bulacan, and may not capture broader national or global payment behaviors. Using a transcendental phenomenological approach, the researcher examined the lived experiences of customers to understand the motivations and experiences behind their payment choices. Six (6) customers were selected through purposive and snowball sampling techniques. In-depth interviews were conducted using a semi-structured guide based on the Theory of Planned Behavior (TPB). The study analyzed how attitudes, subjective norms, and perceived behavioral control shape payment decisions. After extensive analysis, six core themes emerged: (1) convenience and accessibility; (2) trust and reliability; (3) cost and affordability; (4) customer behavior and preferences; (5) socio-cultural significance; and (6) significant life changes. The findings highlight how participants described their experiences of paying bills in cash through traditional methods, incorporating a mix of practical, emotional, and cultural perspectives. The current consumer motivations and behaviors that drive their preferences for paying bills are influenced by a combination of practical needs, emotional factors, economic considerations, and cultural contexts. The study provided insights for businesses and policymakers to design inclusive financial strategies that cater to both digital and traditional consumers. The findings offer valuable theoretical and practical insights for policymakers, financial institutions, and consumers, enabling them to develop strategies that bridge the gap between traditional and digital payment systems.
