Consumer behavior and mobile payment : an empirical study of the restaurant industry

Abstract

This study analyzes the rapid development of mobile payment in the fast-food restaurant industry and the effect it has on consumer behavior. Moreover, this work examines the influence of mobile payment users’ motivation on satisfaction and the effects of motivation and satisfaction on continuance intention. A total of 547 questionnaires were collected in Shenzhen China prior to the late 2019 COVID-19 pandemic outbreak. The findings indicate that motivation and satisfaction each has a significant positive, direct effect on the continuance intention of mobile payment usage. The results show that intrinsic motivation, notably the Perceived Enjoyment factor, has a greater impact than satisfaction on continuance intention. Respondents are less satisfied with Perceived Privacy and Perceived Security but show greater satisfaction with Perceived Service Quality. Perceived Enjoyment and Perceived Service Quality can evoke the intention to continue to use mobile payment. The results of this research provide useful information for mobile payment providers and fast-food restaurant owners to further improve their services. The proposed consumer behavior framework of the continuance intention of mobile payment service usage can be used as a basis for hospitality researchers to refine research on mobile payment technology and service management. 本研究分析了快餐行业中迅猛发展的移动支付及其对消费者行为的影响。此外，本项工作还研究了移动支付用户的动机对满意度的影响，以及动机及满意度对持续意向的影响。在2019年底新型冠状病毒疫情爆发前，研究者在中国内地深圳市共收集了547份问卷。研究结果表明：动机及满意度分别对移动支付使用的持续意向有明显的正向而直接的影响。结果显示：内在动机，特别是感知享受因素，比满意度对持续使用意向的影响更大。受访者对感知隐私及感知安全的满意度较低，但对感知服务品质的满意度更高。感知的享受及感知的服务品质可以唤起人们继续使用移动支付的意愿。本研究结果为移动支付提供者及快餐店经营者提供了有用资讯，以进一步改善服务。所提出的移动支付服务使用持续意向的消费者行为框架，可以作为酒店业研究者完善移动支付技术及服务管理研究的基础。