Unlocking Pathways to Mobile Payment Satisfaction and Commitment

Abstract

ABSTRACT Although mobile payment services are unlikely to become obsolete, their market dominance has been challenged following the intensified market competition. A research model is developed to uncover the drivers of users’ hedonic and utilitarian motivations (i.e., application, marketing, and internal stimuli) as the key to fostering satisfaction and commitment toward mobile payment services. Data were gathered from a survey and analyzed via the dual-stage Structural Equation Modeling-Artificial Neural Network (SEM-ANN) technique to capture both linear and non-linear relationships. The findings suggested that information value, monetary value, self-congruence, and reward and recognition drive hedonic and/or utilitarian motivations, which in turn promote users’ satisfaction and commitment toward mobile payment services. The ANN analysis reveals the existence of a non-linear hidden attribute. The research provides theoretical insights and practical implications for the field of mobile payment services.