Abstract
This research adopted the unified theory of acceptance and use of technology (UTAUT) to emphasize the use of the PX Pay mobile payment app for PX Mart, the most popular supermarket in Taiwan, and examine the degree of involvement as a moderator. The influence of factors related to PX Mart’s target customer groups on their shopping intentions and usage behaviors were discussed, with subsequent benefits and optimization directions. This study indicated the following results. First, performance expectations, ease-of-use expectations, and social impact enhance consumers’ behavioral intention and behavioral intention significantly influence usage behavior. Second, gender has no significant moderating effect on the proposed model. Third, age has a moderating effect from performance expectations and ease-of-use expectations, social influence on behavioral intention. Fourth, use is more significantly affected by perceived stakeholders for customers over age 50 than for those age 30–39. Fifth, the degree of involvement significantly affects the relationship between behavioral intention and usage behavior in terms of social influence and facilitating conditions effects. Finally, we provided academic and practical implications and make contributions to both the online payment industry and academia.
Highlights
Mobile payment has been witnessed in all areas of daily consumption for people in Taiwan
The theoretical contribution of this research is to confirm the three dimensions of UTAUT, namely, performance expectations, social impact and ease-of-use expectations. This knowledge can be used to improve the motivation of middle-age and older consumers, in turn affecting their usage behavior, but facilitating conditions were found to be more important for middle-age and older consumers
This study was limited by manpower, time, and funding, and had the following research limitations
Summary
Mobile payment has been witnessed in all areas of daily consumption for people in Taiwan. According to statistics from the Taiwan Industry Department of the National Development Commission, the penetration rate of mobile payments in 2019 was 62.2% and may achieve the ultimate goal of 90% in 2025 (National Development Commission, 2020). Payment App on Shopping Intention support from software service providers, mobile phone manufacturers, social platforms for the traditional retail industry, and the mobile payment market (Iman, 2018). More than 60% of PX Mart customers in the case of this study are traditionally recognized as a group with relatively poor use of electronic payment tools due to the middle to higher age range of the target customers. Most studies explore the acceptance of electronic payment tools only by young people and seldom study the consumption behavior of middle-age to older people (Fernández-Ardèvol and Prieto, 2012; Iancu and Iancu, 2020). The specific research goals are to (1) evaluate the impact of different dimensions on consumers’ intention to use PX Pay and understand the factors and main purposes for using PX Pay for middle-aged consumers; (2) explore how the demographic variables including gender and age affect the acceptance of PX Pay by middle-aged consumers; and (3) understand PX Pay use experience and involvement to impact middle-aged consumers’ acceptance of PX Pay
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