AN EXAMINATION OF FACTORS AFFECTING CONTINUANCE USAGE INTENTION OF AIRPAY e WALLET APPLICATION IN HO CHI MINH CITY

VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS AN EXAMINATION OF FACTORS AFFECTING CONTINUANCE USAGE INTENTION OF AIRPAY E-WALLET APPLICATION IN HO CHI MINH CITY In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION Student’s name: Advisor: Ho Chi Minh City, Vietnam 2021 TIEU LUAN MOI download : skknchat123@gmail.com TABLE OF CONTENTS ACKNOWLEDGEMENTS TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES ABSTRACT CHAPTER I INTRODUCTION 1.1 Background 1.2 AirPay 1.3 Problem statement 1.4 Research Objective 1.5 Research Question 1.6 Significance and Implications CHAPTER II LITERATURE REVIEW 2.1 Technology Acceptance Model (TAM) Theory 2.2 Main Related Research and Model 2.3 Perceived Benefit 2.4 Information Quality 2.5 Perceived privacy protection and Perceived security protection 2.5.1 Perceived privacy protection 2.5.2 Perceived security protection 2.6 Trust 2.5 Research Model and Hypotheses CHƯƠNG III METHODOLOGY 3.1 Research Process 3.2 Research Methodology 3.3 Questionnaire Design 3.4 Sampling Method and Data Collection 3.5 Data Analysis Techniques CHAPTER IV DATA ANALYSIS AND RESULTS 4.1 Demographic Information TIEU LUAN MOI download : skknchat123@gmail.com 4.1.1 Gender 32 4.1.2 Age 33 4.1.3 Level of Education 33 4.1.4 Distribution of Occupation 34 4.1.5 Income 34 4.2 Descriptive Statistic 35 4.2.1 Perceived benefit 35 4.2.2 Information quality 36 4.2.3 Perceived privacy protection 37 4.2.4 Perceived security protection 37 4.2.5 Trust 38 4.2.6 Continuance intention 38 4.3 The Assessment of Measurement Model 39 4.3.1 Construct Reliability Test 39 4.3.2 Construct Validity Test 40 4.4 The Assessment of Structural Model 42 4.4.1 Collinearity Statistics 42 4.4.2 Coefficient of Determination (R square) 43 4.4.3 Effect Size (f square) 44 4.4.4 Direct Effect 45 4.4.5 Indirect Effect 47 4.4.6 Total Effect 48 CHAPTER V 50 DISCUSSION AND RECOMMENDATION 50 5.1 Discussion of Results 50 5.1.1 Impact of Perceived Benefit on Trust and Continuance Intention 50 5.1.2 Impact of Information Quality on Trust and Continuance Intention 51 5.1.3 Impact of Perceived Privacy Protection on Trust and Continuance Intention 51 5.1.4 Impact of Perceived Security Protection on Customers’ Trust and Continuance Intention 52 5.1.5 Impact of Trust on Continuance Intention 53 5.2 Contribution 54 5.3 Research Limitations and Recommendations for Further Research 55 5.4 Conclusion 56 REFERENCES 57 TIEU LUAN MOI download : skknchat123@gmail.com LIST OF TABLES Table 1: Summaries of Main Constructs 24 Table 2: Measurement Scale 28 Table 3: Distribution of Gender 32 Table 4: Distribution of Age 33 Table 5: Distribution of Educational Level 34 Table 6: Distribution of Occupation 34 Table 7: Distribution of Income 35 Table 8: Descriptive statistics of Perceived benefit 36 Table 9: Descriptive statistic of Information quality 36 Table 10: Descriptive statistics of Perceived privacy protection 37 Table 11: Descriptive statistics of Perceived security protection 37 Table 12: Descriptive statistics of Trust 38 Table 13: Descriptive statistics of continuance intention 38 Table 14: Outer loadings of Items 39 Table 15: Results of Internal Consistency 40 Table 16: Average Variance Extracted (AVE) of constructs 41 Table 17: Discriminant Validity 42 Table 18: Collinearity statistics (VIF values) of constructs 43 Table 19: Coefficient of Determination 44 Table 20: Effect size of predictor constructs 45 Table 21: Path Coefficients of the Model 46 Table 22: Indirect Effects on Continuance Intention 48 Table 23: Total Effects 49 TIEU LUAN MOI download : skknchat123@gmail.com LIST OF FIGURES Figure 1: 21 Banks linking to AirPay e-wallet app Figure 2: Affiliated services and online payment portals of AirPay Figure 3: The mode applied in the study of Made Darmiasih and Putu Yudi Setiawan (2020) Figure 4: Research Model Figure 5: Research process Figure 6: Path Structural Relationship TIEU LUAN MOI download : skknchat123@gmail.com ABSTRACT E-wallets are gradually becoming more popular in Vietnam in recent years The main objective of the study is to explore factors affecting users' continuance intention toward using the AirPay e-wallet in Ho Chi Minh City Specifically, the study focused on five main factors including information quality, trust, perceived privacy protection, perceived benefit, and perceived security protection The survey questionnaire was distributed in HCMC to collect data from 301 respondents The research applied "Partial least squares structural equation modeling (PLS-SEM)" to analyze data The findings indicated that perceived benefit has a positive and significant influence on customers’ continuance intention but has no impact on trust Besides, the information quality has a significant impact on customer trust but has no direct effect on continuance intention Perceived privacy protection positively and significantly influences trust and continuance usage intention Additionally, a significant impact of perceived security protection on customers’ trust and their continuance usage intention was also proved Moreover, the results indicated the strong and positive effect of trust on users’ continuance intention The findings can be a helpful source for the AirPay provider in developing customer retention strategies Regarding theoretical contribution, the study added a new factor, perceived benefit, and built a proposed model based on the model developed by Darmiasih & Setiawan (2020) to examine antecedents of continuance intention toward using AirPay e-wallet in the Vietnamese context Keywords: continuance intention, perceived privacy protection, information quality, perceived benefit, perceived security protection, trust, HCMC TIEU LUAN MOI download : skknchat123@gmail.com CHAPTER I INTRODUCTION 1.1 Background In the information age, people approach technology gadgets to access the Internet such as laptops, smartphones, computers, tablets, etc more and more popular According to Appota, an entertainment technology solution company in Vietnam, in 2018, there are 72% of Vietnamese owning a smartphone, 68% of the population using smartphones to access the Internet, 25% of people using mobile devices to access the Internet daily The results in the Global Consumer Insights Survey 2019 of PricewaterhouseCoopers (PwC) showed that in Vietnam, the rate of consumers utilizing mobile payments increased from 37% (2018) to 61% (2019) and this is also the highest increase among surveyed Southeast Asian countries (including Vietnam, Thailand, Malaysia, Philippines, Singapore, and Indonesia) Statistical figures provided by the State Bank of Vietnam stated that in 2020 the data on payment transactions made via mobile phones was approximately 918.8 million transactions that are equivalent to nearly 9.6 million billion VND (up 123.9% in number and 125, 4% in value compared to 2019) Revenue from the digital payment market in 2020 has grown by 14.2% year-on-year, equivalent to the U.S $ 8,904 million; the number of users also increased up to 36.2 million, up 12.1% against last year This fact indicates that Vietnam is a potential market for mobile payment service providers Digital payment is considered a convenient and secure alternative means for paying in cash Electronic wallet (E-wallet) is one of the digital payment methods that is growing and becoming more popular with Vietnamese in recent years An e-wallet can be considered as a physical wallet but under the digital form It is an application or online service that allows customers to make financial transactions such as sending and receiving money, paying utility bills, paying online for products and services, etc., without using a physical payment card, physical wallet, or cash The users can easily handle such financial transactions at any time of day by depositing an amount into their e-wallet account from TIEU LUAN MOI download : skknchat123@gmail.com a debit card, transaction points of the e-wallet, or internet banking Online transactions and payments on digital wallets are applied on multi-channels including customer-tobusiness (C2B), customer-to-customer (C2C), or customer-to-machine, etc (Shin, 2009; Phuong et al., 2020) An e-wallet is like a personal folder containing user information that is asked by the service provider to make sure the transactions security (Chawla, 2019) According to Widodo et al (2019), these are regarded as quick and effective payment tools that can drive the development of a cashless society Customers can be attracted to make non-cash payments by appealing easy, and useful systems of e-wallets (Hutami, 2019) The emergence of many e-wallets such as Momo, AirPay, Moca, Viettelpay, VNPay, Payoo, PayPal, ZaloPay, etc., has helped to make mobile payments more popular in Vietnam In 2020, the State Bank of Vietnam has licensed 35 organizations to provide ewallet services These are a modern payment model that enables customers to conduct financial transactions successfully on their smartphones without worrying about personal information leaking Besides, Vietnam's economy tends to grow rapidly and strongly recently, leading to a significant increase in the demand for services in the financial industry Especially, in 2020, the Covid-19 pandemic has made the rate of non-cash payments through Internet banking, mobile banking, and digital wallet systems grow rapidly Numerous policies like social isolation, social distancing, physical distancing are the effective measures issued by the Vietnamese state to respond to the spread of SARS-CoV-2 In this context, the use of digital transactions and electronic payments has been strongly encouraged everywhere in the country to minimize health risks and reduce physical contact from visiting bank branches This also contributes to facilitating the formation of the cashless society trend in Vietnam 1.2 AirPay AirPay is a mobile e-wallet application that is developed by AirPay Joint Stock Company, licensed by the State Bank of Vietnam to provide payment intermediary services in December 2015 AirPay's system is developed following the PCI DSS standard (Payment Card Industry Data Security Standard); therefore, AirPay can prevent information leaking and data theft issues based on its tight security system So far, AirPay 10 TIEU LUAN MOI download : skknchat123@gmail.com has directly linked with 21 domestic banks which allow users to deposit and withdraw money from their bank account into their e-wallet at any time and anywhere (Figure 1) AirPay provides various electronic services on its application for free such as phone top-up, money transfer, utility bill payments, insurance payment, etc Besides, AirPay also joins in a diverse ecosystem when affiliating with big partners like Shopee, Garena, Now Delivery, Ocha, CGV, etc (Figure 2); and AirPay offers numerous promotions for customers using AirPay to make payments on these affiliated platforms such as freeship codes, vouchers, discount Especially, AirPay gains a great advantage with cooperation with two big Shopee and Now.vn Shopee is the top e-commerce app in Vietnam with very high visits each month, meanwhile, Now is also one of the most popular delivery service providers in Vietnam These two big always encourage their customers to make payments via AirPay e-wallet by offering many attractive deals for AirPay users; therefore, this helps AirPay acquire a huge amount of users, increase its market share, and enhance brand awareness in just a few years So far, AirPay is among the most well-known e-wallet applications in Vietnam Figure 1: 21 Banks linking to AirPay e-wallet app 11 TIEU LUAN MOI download : skknchat123@gmail.com Figure 2: Affiliated services and online payment portals of AirPay 1.3 Problem statement Electronic wallet service providers are trying to affiliate with more retail points to expand their payment networks and gain a competitive advantage Although the rapid development of digital wallets has caught many users' attention, maintaining their continuance usage intention is still a big problem for service providers Retaining customers and maintaining their continuance usage are among the most important targets for organizations providing mobile payment services (Zhou, 2013) There are many previous studies investigating the factors influencing mobile payment continuance usage intention; however, there are few studies about this topic for specific cases in Vietnam This could be explained by the fact that in Vietnam, mobile wallets have only thrived 3-4 years ago Particularly, in Vietnam, there is a large proportion of people still in the habit of paying in cash who often lack confidence in online transaction services and mobile payments They probably think that electronic financial transactions are easily affected by unstable conditions such as technical errors, unstable internet connections, or poor security Many people hesitate to continue using these services because of possible significant risks (Ryu, 2018) Therefore, enhancing customer trust is an important issue which AirPay should go over it seriously and have suitable solutions to improve customers' attitude and increase their loyalty as well Moreover, the large potential market in Vietnam has promoted competition strongly with the participation of many new mobile payment service providers According to IDC, in Vietnam, e-wallets are expected to thrive in the period of 2022 - 2030, especially in younger generations making payments via smartphones Therefore, to gain 12 TIEU LUAN MOI download : skknchat123@gmail.com improvement and development to retain customers in the long run Besides the factors of perceived benefits, perceived privacy, information quality, and perceived security are also a very essential factor leading to customers' intention to continue using mobile payment AirPay and other service providers should be more strategic and actionable to develop compelling benefits to attract and retain users Another extremely important factor that service providers need to focus on is customer trust Providers should concentrate on the main factors that have a significant influence on users’ trust such as perceived privacy and security protection to improve customer trust as well as maintain long-run relationships with customers AirPay and other service providers must have insight understanding their customers such as demographic information, their expectations, etc Thereby, improving the e-wallet system to meet the need and expectations of users as well as enhance customers' experiences and trust 5.3 Research Limitations and Recommendations for Further Research The study has some limitations First, this study was analyzed based on crosssectional data It is a limitation since the phenomenon is only observed at one moment in time and it cannot represent a more general picture Data collection process based on a convenience sample approach from users in HCMC This method suited the study's condition and helped save cost and time However, this also made a limitation when the collected sample cannot represent the population so that it creates a constraint in generalizing the findings (Bryman & Bell, 2003) Besides, the distribution of survey questionnaires has not yet reached many customers in diverse segments The majority of respondents are students and office workers This may lead to findings that cannot be the most accurate and comprehensive To have an insight picture, further research is recommended to collect data from respondents in diverse segments in more locations This may contribute to making data be more comprehensive about demographic information (age, education level, gender, etc.) Besides, there are many factors that may have a positive impact on trust and continuance usage intention such as social influence, service quality, etc.; therefore, future research can consider exploring more new other factors 55 TIEU LUAN MOI download : skknchat123@gmail.com 5.4 Conclusion Based on the findings and discussion, perceived privacy, perceived benefit, trust, and perceived security protection all have a direct significant influence on customers’ intention toward continuously using AirPay e-wallet Nonetheless, the information quality factor does not directly affect continuance usage intention Additionally, three factors include perceived security, perceived privacy protection, and information quality were proved that they have a significant impact on customer trust This study gives contributions to service providers in better understanding important factors affecting customers' intention to use e-wallet platforms continuously 56 TIEU LUAN MOI download : skknchat123@gmail.com REFERENCES Appota (2018) [TCBC] – Appota mắt báo cáo thị trường ứng dụng điện thoại di động Việt Nam nửa đầu năm 2018 Retrieved from 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The moderating role of trust Industrial Management & Data Systems, 118(8), 1647-1670 https://doi.org/10.1108/imds-12- 2017-0602 62 TIEU LUAN MOI download : skknchat123@gmail.com APPENDIX QUESTIONAIRE (VIETNAMESE) KHẢO SÁT CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH TIẾP TỤC SỬ DỤNG VÍ ĐIỆN TỬ AIRPAY CỦA NGƯỜI DÙNG TẠI THÀNH PHỐ HỒ CHÍ MINH Xin chào anh, chị bạn! Tôi tên Vũ Thị Hồng Hạnh, sinh viên năm cuối trường Đại học Quốc Tế - Đại học Quốc Gia TP.HCM Trong thời gian này, tiến hành thực khảo sát “Các yếu tố ảnh hưởng đến ý định tiếp tục sử dụng ví điện tử AIRPAY người dùng thành phố Hồ Chí Minh” nhằm phục vụ cho nghiên cứu luận văn tốt nghiệp Đối tượng nghiên cứu nhắm tới khách hàng sử dụng ví điện tử AirPay Để có nhìn khách quan sâu sắc vấn đề, mong anh/chị/bạn dành chút thời gian đánh giá hoàn thành bảng khảo sát Những câu trả lời anh/chị/bạn nguồn thông tin quý giá cho nghiên cứu Tôi vô trân trọng giúp đỡ anh/chị/bạn xin cam đoan tất thông tin bảo mật sử dụng cho mục đích nghiên cứu, tuyệt đối khơng nhằm mục đích khơng thống khác Xin chân thành cảm ơn! Anh/Chị/Bạn có sử dụng ví điện tử AirPay chưa? o Có o Không (Cuộc khảo sát dừng Xin cảm ơn giúp đỡ Anh/Chị/Bạn) Anh/Chị/Bạn sống đâu? o Thành Phố Hồ Chí Minh o Khác (Cuộc khảo sát dừng Xin cảm ơn giúp đỡ Anh/Chị/Bạn) 63 TIEU LUAN MOI download : skknchat123@gmail.com Phần I: Các yếu tố ảnh hưởng đến ý định tiếp tục sử dụng ví điện tử AirPay Xin thể mức độ đồng tình Anh/Chị/Bạn số tương ứng: (1 = Hồn tồn khơng đồng ý, = Không đồng ý, = Trung lập, = Đồng ý, = Hoàn toàn đồng ý) NHẬN THỨC VỀ LỢI ÍCH Tôi thấy thuận tiện sử dụng dịch vụ toán AirPay AirPay cung cấp dịch vụ nhanh chóng Tơi hưởng nhiều lợi ích tài tốn AirPay (như chiết khấu, hồn tiền, mã freeship Shopee…) Tơi nghĩ sử dụng AirPay giúp tơi tiết kiệm phí xử lí giao dịch (ví dụ: AirPay miễn phí chuyển, nạp rút tiền vào tài khoản ngân hàng liên kết, ) CHẤT LƯỢNG THÔNG TIN AirPay cung cấp cho thông tin phù hợp với nhu cầu AirPay cung cấp cho đầy đủ thông tin AirPay cung cấp cho thông tin dễ hiểu AirPay cung cấp cho tơi thơng tin xác AirPay cung cấp cho thông tin cập nhật NHẬN THỨC VỀ BẢO VỆ QUYỀN RIÊNG TƯ Tôi hiểu mục đích sử dụng việc thu thập thơng tin cá nhân khách hàng AirPay (ví dụ: AirPay yêu cầu khách hàng cung cấp số điện thoại để gửi mã OTP cho thao tác giao dịch) AirPay giữ bí mật thơng tin cá nhân khách hàng tốt AirPay không sử dụng thông tin cá nhân khách hàng cho mục đích khác 64 TIEU LUAN MOI download : skknchat123@gmail.com AirPay bảo vệ thông tin cá nhân khách hàng khỏi truy cập Hackers NHẬN THỨC VỀ ĐỘ BẢO MẬT Tôi thấy AirPay bảo vệ tốt giao dịch tài tránh khỏi lỗi (errors) xảy q trình sử dụng Tơi thấy AirPay bảo mật tốn tốt Tơi thấy AirPay bảo vệ tốt giao dịch tài khỏi hành vi thao túng trái phép Tôi thấy AirPay bảo vệ tốt tài khoản khỏi hành vi truy cập trái phép từ người không cho phép ĐỘ TIN CẬY Tôi thấy AirPay cung cấp dịch vụ tài đáng tin cậy Tơi thấy AirPay ln cung cấp dịch vụ tài an tồn AirPay có đủ lực hiệu việc cung cấp dịch vụ tài Tơi tin tưởng sử dụng dịch vụ tài AirPay Ý ĐỊNH TIẾP TỤC SỬ DỤNG Có khả tơi tiếp tục sử dụng dịch vụ tài AirPay Tơi có ý định tiếp tục sử dụng dịch vụ toán AirPay thay ngừng sử dụng Tơi có ý định tiếp tục sử dụng dịch vụ toán AirPay sử dụng phương tiện toán thay khác Tơi có ý định tiếp tục sử dụng dịch vụ toán AirPay tương lai 65 TIEU LUAN MOI download : skknchat123@gmail.com Phần II: Thông tin cá nhân Giới tính o Nam o Nữ o Khác Độ tuổi o Dưới 18 tuổi o 18-35 tuổi o 35-50 tuổi o Trên 50 tuổi Nghề nghiệp o Học sinh/ Sinh viên o Lao động phổ thơng o Nhân viên văn phịng o Khác Trình Độ học vấn o Trung học phổ thơng o Cao đẳng o Đại học o Sau đại học o Khác Thu nhập hàng tháng o Dưới triệu o 3-7 triệu o 8-20 triệu o Trên 20 triệu Cảm ơn Anh/Chị/Bạn dành thời gian hoàn thành bảng khảo sát này! 66 TIEU LUAN MOI download : skknchat123@gmail.com ... continuance intention Besides, the effect size of each relationship between three remaining constructs and continuance intention (including perceived benefit, perceived privacy protection, perceived security... antecedents of users' intention to continue using an e- wallet In specific, the purposes of the research are: • To identify factors affecting users' continuance intention on using AirPay e- wallet. .. the experiences of this service and may promote their continuance usage intention Thus, the author hypothesized that: H1: Perceive benefit positively affects customers' continuance usage intention