Title:	ASSESSING CUSTOMERS' CONTINUANCE INTENTION FOR M-PAYMENT USE FROM THE CROSS-NATIONALITY PERSPECTIVE: AN EMPIRICAL STUDY
Author(s):	Qian Huang, Mahbubur Rahim and Misita Anwar
ISBN:	978-989-8704-27-6
Editors:	Miguel Baptista Nunes, Pedro Isaías and Philip Powell
Year:	2021
Edition:	Single
Keywords:	M-Payment, Continuance Intention, The Theory of Consumption Value, Cross-Nationality
Type:	Full
First Page:	129
Last Page:	136
Language:	English
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Paper Abstract:	Although mobile payment applications (m-payment) has been explosively used worldwide, the studies about the effect of national culture (differing among various nationalities) on m-payment are scarce. This study thus focuses on understanding the key factors that affect customers' continuance intention for m-payment usage from a cross-nationality perspective. A research model is proposed to investigate whether factors affecting m-payment continuance intention differs among two different nationalities (i.e. India, China). The findings reveal that the effects of integrated value (i.e. functional value and value for money) differ between Indian and Chinese students. The m-payment continuance intention is largely explained by social value and integrated value. The research results 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.
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