Consumer behavior and mobile payment: An empirical study of the restaurant industry

Abstract

ABSTRACT This study analyzes the rapid development of mobile payment in the fast-food restaurant industry and the effect it has on consumer behavior. Moreover, this work examines the influence of mobile payment users’ motivation on satisfaction and the effects of motivation and satisfaction on continuance intention. A total of 547 questionnaires were collected in Shenzhen China prior to the late 2019 COVID-19 pandemic outbreak. The findings indicate that motivation and satisfaction each has a significant positive, direct effect on the continuance intention of mobile payment usage. The results show that intrinsic motivation, notably the Perceived Enjoyment factor, has a greater impact than satisfaction on continuance intention. Respondents are less satisfied with Perceived Privacy and Perceived Security but show greater satisfaction with Perceived Service Quality. Perceived Enjoyment and Perceived Service Quality can evoke the intention to continue to use mobile payment. The results of this research provide useful information for mobile payment providers and fast-food restaurant owners to further improve their services. The proposed consumer behavior framework of the continuance intention of mobile payment service usage can be used as a basis for hospitality researchers to refine research on mobile payment technology and service management.