Assessing customer intention use of mobile money application and the antecedent of perceived value, economic trust and service trust

Hariguna, Taqwa and Adiandari, Ade Maharini and Ruangkanjanases, Athapol (2020) Assessing customer intention use of mobile money application and the antecedent of perceived value, economic trust and service trust. International Journal of Web Information Systems.

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Abstract

Purpose – The purpose of this study is to examine the role of trust and perceived value (PV) in customer intentions to adopt mobile money application (MMA) services. Trust and PV were broken down into various dimensions. This study investigated the two-component base trusts, namely, economic and service, and also PV as an antecedent. Design/methodology/approach – This study involved 402 respondents selected through the interception and online survey approach and had five hypotheses. The structural equation model was used to test the hypothesis of this study. Findings – The findings showed that the PV was related to the customer’s intention to use MMA services and economy-based trust. Trust in service providers and economic-based trust were positively related to customer intentions to use MMA services. Research limitations/implications – Although the concept of MMA has been explored in several literatures, the role of trust and PV in the use of MMA has not been of much concern among researchers. In addition, this study described PV as a construction with five supporting dimensions. The current literature showed that the integration of PV with construct trust was still lacking in attention from researchers especially the study of MMA. Practical implications – For practitioners, these findings confirmed that MMA service providers need to convince customers of protection to money and personal information. Also, providers need to ensure that the use of MMA provides cost and time effectiveness. Besides, it is important to ensure the services provided to customers are the fastest way to carry out financial transactions, in this case, including payment and retail purchases. This finding also showed that PV related to MMA services needs to be studied from a customer perspective, focusing on four aspects of ethics, playfulness, customer return of investment and excellent service. Therefore, handling PV in these services requires specific strategies to deal with these various aspects. Originality/value – This study integrated two dimensions of trust, thus economic trust and service trust, the authors also integrated dimension of PV as the antecedent of two dimensions of trust, to understand the dimension of intention use MMA. Keywords Perceived value, Economy trust, Mobile money application, Service trust

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