Factors influencing users’ loyalty in mobile payment usage
With the development of communication equipment technology and the continuous development of the mobile Internet environment, a good foundation has been laid for the development of mobile payment. Mobile payment has also been continuously integrated into people's daily life due to its efficient...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/10741/1/s829932_01.pdf https://etd.uum.edu.my/10741/2/s829932_02.pdf |
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| Summary: | With the development of communication equipment technology and the continuous development of the mobile Internet environment, a good foundation has been laid for the development of mobile payment. Mobile payment has also been continuously integrated into people's daily life due to its efficient, convenient and flexible characteristics, and has become one of the mainstream payment methods in the current mobile Internet era. Although mobile payment started late in China, its development speed is amazing. The rapid changes and innovations in the mobile payment market also make it increasingly competitive. IIn the current payment field monopolized by Alipay and WeChat Pay, how to retain old users and attract new users is the most focused issue for major mobile payment enterprises. Therefore, it is especially important to explore the research of mobile payment user loyalty influencing factors.
In this paper, based on the introduction of the overview of mobile payment and combing the theoretical studies related to loyalty, combining the characteristics of mobile payment with the theoretical studies related to loyalty, this paper constructs a model of the factors influencing the loyalty of mobile payment users and puts forward six hypotheses. The research data were collected in the form of a questionnaire survey. A total of 401 questionnaires were received in this paper, of which 394 were valid. The collected sample data were analyzed using SPSS 29.0 to study the relationship between each variable and user loyalty. The study concluded the following: service quality and hedonic value have a significant positive impact on user satisfaction, service quality also has a significant positive impact on user trust, while perceived risk has a significant negative impact on user trust. In addition, the results of the study confirmed that user satisfaction and user trust have a significant positive effect on user loyalty. Finally, the research findings are combined to propose rationalization suggestions for cultivating user loyalty in mobile payment platforms. |
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