A study of user’s m-wallet usage behavior: The role of long-term orientation and perceived value

Nguyen Tran Le Na · Nguyen Ngoc Hien

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Understanding which factors are important to consumers when deciding to use a mobile wallet and how these factors influence users’ commitment and recommendation is important because the demand for cashless transactions has increased worldwide in recent years, especially developing countries like Vietnam. This study develops a research model and tests hypotheses related to the antecendents (personal innovativeness, perceived risk, perceived ease of use and long-term orientation) and the outcomes (commitment and recommendation) of perceived value. The technology acceptance model (TAM), the diffusion of innovation theory (DOI), the theory of perceived risk (TPB) and the perceived value model (PERVAL) were used to build the research model. With a sample of 320 consumers using mobile wallets in Vietnam, a Structural Equation Model (SEM) was used to test the hypotheses. The findings show that personal innovativeness, perceived risk, perceived ease of use and long-term orientation are the factors that significantly influence the perceived value of mobile wallet users. Also, the findings show that perceived value has positive impacts on user’s commitment and recommendation to use a m-wallet. The study supports m-wallet service providers to understand how to increase mobile wallet user’s commitment and recommendation to others.

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References

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