International Conference on Advances in Economics, Social Science and Human Behaviour Study - ESHB 2014
Author(s) : CHOONG.C. LEE , EUNHEE AHN , Y.S. CHAE
Mobile wallet which manages mobile coupon and membership card in an integrative way is a sort of mobile service which grows fast thanks to its convenience and economic usefulness. However, despite of its fast growth, the increase in short-term users who don’t continue to use mobile wallet has become a critical problem for mobile wallet service providers to create profit. In this paper, to draw major considerations to extend the service use period for mobile wallet users, VAM (Value-based Adoption Model) was applied to verify the factors which affect continuous intent to use. Mobile wallet users feel emotional costs, for example facial consciousness, while using the service, VAM which considers both benefit and sacrifice seems an adequate methodology to study users’ behavior intent. This study aims to classify the factors which affect mobile wallet users’ perceived value into benefit and sacrifice for comprehensive analysis. Then, the impact of perceived value on continuous intent to use was found. For the purposes, 200 users were asked to fill mobile wallet, survey to verify hypotheses. As a result of study, usefulness in terms of benefit, value-expression, perceived security, and enjoyment appeared to have affected perceived value significantly. In terms of cost, the technicality affected perceived value significantly. In addition, perceived value has significant relation with continuous intent to use. By using the findings of this study, mobile wallet service provider is expected to consider functional and emotional aspects together for service improvement and marketing for short-term users.