EVALUATING CUSTOMERS’ CONTINUANCE INTENTION FOR USING MOBILE PAYMENT: CONSUMPTION VALUE THEORY PERSPECTIVE

Use of mobile payment applications (m-payment) has been growing over the past decade. However, much of the existing studies generally: a) focus on participants chosen from a single cultural background, b) rely on using the traditional attitude-oriented theories (e.g., TRA, TAM), and c) are concerned with use attitudes and/or intention to use. Hence, studies about the effect of national culture (differing among various nationalities) on m-payment are scarce. In this paper, using value orientations theoretical perspective we report on a study that focuses on understanding the key factors that could possibly affect customers' continuance intention for using m-payment from a cross-nationality perspective. A research model is proposed to investigate whether four specific value factors, as conceptualized in the theory of consumption value, affect m-payment continuance intention as well as whether the influence of such factors are perceived differently among two different nationalities (i.e., India, China). Our findings reveal that the m-payment continuance intention is largely indirectly explained by emotional value. In addition, the effects of social value differ between Indian and Chinese students. The research findings offer insights to m-payment providers in terms of the culture-based m-payment application strategy related to designing content and interface, so as to properly guide the momentum.