Abstract
This study investigated whether mobile payment services could drive post-COVID-19 pandemic recovery in the ‘experience goods’ sector (e.g., tourism) utilising Bandura’s self-efficacy or social cognitive theory. It explored the factors influencing the intention to continue using mobile payment services and the intention to recommend these to others. An empirical survey was conducted to assess the study variables, and the data obtained therefrom were analysed using the industry-standard Cross-Industry Standard Process for Data Mining method. The study results suggest that personal innovativeness and perceived trust influence consumers’ intention to continue using mobile payment services and that perceived trust, personal innovativeness and outcome expectancy influence consumers’ intention to recommend the use of such services to others. The research findings have filled a research gap in emerging markets and can serve as the basis for formulating a winning marketing and operational strategy for nascent technologies such as mobile payment services. It would be naïve to extract findings from mature markets such as East Asia, the European Union and the United States and to apply these to developing markets. In addition, this study’s investigation of the variables that can influence the intention to continue using mobile payment services and to recommend the use of these to others goes into the heart of the sustainability issue because the study’s findings can help mobile payment service providers sustain the use of their applications and thus also sustain the advantages as such.
Highlights
Digital technologies have facilitated the access to and convenient use of services through various portable and wearable devices, including cell phones and smartwatches
The nature of our business challenge was to understand and predict if respondents with a given profile would be more likely to continue to use mobile payment services (CI, continuance intention), and if so, if they would recommend the use of mobile payment services to others (IR, intention to recommend)
In other words, when given user characteristics such as the dependent variables used in the survey, the classifier needs to predict if a given user will continue using mobile payment services and/or recommend their use to others
Summary
Digital technologies have facilitated the access to and convenient use of services (i.e., anytime, anywhere) through various portable and wearable devices, including cell phones and smartwatches. A theoretically sound model based on self-efficacy or the social cognitive theory (SCT) [14] and the trust theory linking the antecedents and outcomes of use continuance intention in the mobile-payment-application context was empirically tested in this study and is presented . We support the idea [15] that SCT alone cannot explain the intention to continue to use mobile payment applications This is due to the digital and remote nature of such applications, the distance separating the consumers and the service providers and the absence of human interactions [16]. The phenomenon of the use of mobile payment applications by domestic travellers and tourists coincides with the efforts of the government and other organisations to motivate the citizens to abandon or minimise cash transactions and to instead adopt remote or digital payment systems, including mobile payment systems. The paper concludes with a discussion of the key findings, contributions and limitations of the study
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