Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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A Study on Chinese Consumers' Acceptance Intention of Mobile Payment Service: A Theory of Consumption Values Perspective

중국 소비자의 모바일 결제서비스 수용의도 연구: 소비가치 이론의 적용

  • Yong-Keun Lee (Department of Business Administration, Chung-Ang University) ;
  • Yuwei Xu (Department of International Trade & Logistics, Chung-Ang University) ;
  • Hye-Young Joo (Office of Research Support, Chung-Ang University)
  • 이용근 (중앙대학교 경영학부) ;
  • 서우미 (중앙대학교 대학원 무역물류학과) ;
  • 주혜영 (중앙대학교 연구처 )
  • Received : 2020.03.31
  • Accepted : 2020.04.25
  • Published : 2020.04.30
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Abstract

Mobile payment services are evolving into a variety of integrated platforms that greatly affect the lives of consumers. In addition, the importance of mobile payment services is being used as a means of payment in cross-border e-commerce. Accordingly, although a number of related studies have been conducted, most of the studies are based on the technology acceptance model. This study analyzes consumer acceptance intention of mobile payment services by applying consumption value theory. Four dimensions were derived from the theory of consumption value: functional value, emotional value, social value and situational value. With this, we identified the impact on consumer acceptance of mobile payment services. The analysis was performed using a structural equation model. Researchers collected 300 copies of the questionnaire from Chinese consumers and used it for analysis. Empirical analysis shows that functional value, emotional value, social value and situational value are all increasing consumers' willingness to accept mobile payment services. In addition, only social values were showing differences in their influence on the acceptance of mobile payment services with age. This study contributes to the development of the relevant field in that few studies describe mobile payment services by applying consumption value theory.

Keywords

References

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