Continuous Use of Mobile Payment in China and the USA: Three Sequential Studies with a Mixed-methods Approach

Abstract

In recent years, consumers have increasingly utilized smart phones to access information, interact with others, and make purchases. Mobile payment has acquired immense popularity in financial transactions as a result of its increased adaptability and speed, providing remarkable benefits for financial institutions, mobile service providers, merchants, and consumers. It is fascinating to note that mobile payment has a relatively higher adoption rate in China, whereas the adoption process in developed economies, particularly the United States and Western Europe, remains relatively slow. This study aims to investigate the factors that influence the continuous use of mobile payments and address the disparities in adoption rates between different countries. The study focuses on the factors that significantly influence consumers' intention to continue using mobile payment services and how perceptions, trust, and social influence affect sustained use in China and the United States. The impact of gamification on the continuation of mobile payment usage is also examined. The study consists of three sequential studies. The first study involves a review of relevant literature and qualitative analysis of interview and focus group data to propose a research model. The second study collects data through online questionnaires in China and the United States to identify disparities in the mechanisms of continuous use. The findings suggest that perceived risk and subjective norms play a significant role in these differences. The third study investigates the effects of gamification on continuous use through a case study of Alipay Ant Forest, a popular game in China's Alipay. The results indicate that gamification has a substantial effect on user engagement, but the flow experience does not significantly impact continuous use. The research has practical implications for m-commerce merchants, helping them understand and prioritize prospective customers. By modifying marketing strategies based on the differences between Chinese and American consumers, merchants can better promote the continuous use of mobile payments. Additionally, the study contributes to a greater understanding and promotion of mobile payment services in both countries. Lastly, the research methodology used in this study can be applied to other transnational technological adoption studies, providing insight into how consumers embrace and maintain the use of technology in a cross-border context.

Date of Award	1 Aug 2024
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Yu-Wang Chen (Supervisor)