Background
In the information age, technology gadgets like laptops, smartphones, and tablets have become increasingly popular for Internet access According to Appota, in 2018, 72% of Vietnamese owned a smartphone, with 68% using them to access the Internet and 25% doing so daily The Global Consumer Insights Survey 2019 by PwC revealed that mobile payment usage in Vietnam surged from 37% in 2018 to 61% in 2019, marking the highest increase among six Southeast Asian countries Additionally, the State Bank of Vietnam reported approximately 918.8 million mobile payment transactions in 2020, totaling nearly 9.6 million billion VND, reflecting a 123.9% increase in transaction numbers and a 125.4% increase in value compared to 2019 The digital payment market revenue also grew by 14.2% year-on-year in 2020.
$ 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 methods, particularly electronic wallets (e-wallets), have gained significant popularity in Vietnam as a secure and convenient alternative to cash transactions E-wallets function as digital versions of physical wallets, allowing users to conduct various financial activities such as sending and receiving money, paying utility bills, and making online purchases without the need for cash or physical cards Users can easily fund their e-wallet accounts through debit cards, e-wallet transaction points, or internet banking, enabling seamless financial transactions at any time These digital wallets facilitate multi-channel transactions, including customer-to-business (C2B), customer-to-customer (C2C), and customer-to-machine interactions E-wallets also prioritize security by requiring user information verification from service providers to ensure safe transactions.
In 2019, Widodo et al highlighted that e-wallets are quick and effective payment tools that contribute to the growth of a cashless society Hutami (2019) noted that the convenience and user-friendly nature of these systems can entice customers to adopt non-cash payment methods.
The rise of various e-wallets in Vietnam, including Momo, AirPay, and ZaloPay, has significantly boosted the popularity of mobile payments In 2020, the State Bank of Vietnam licensed 35 organizations to offer e-wallet services, marking a shift towards modern payment methods that ensure secure financial transactions via smartphones The rapid growth of Vietnam's economy has further increased demand for financial services, and the Covid-19 pandemic accelerated the adoption of non-cash payments through internet banking and digital wallets Government measures like social distancing have encouraged the use of digital transactions to minimize health risks, promoting the trend towards a cashless society in the country.
AirPay
AirPay is a mobile e-wallet application developed by AirPay Joint Stock Company and licensed by the State Bank of Vietnam since December 2015 Adhering to PCI DSS standards, AirPay ensures robust security to prevent data breaches and information leaks The platform is directly linked with 21 domestic banks, enabling users to conveniently deposit and withdraw funds from their bank accounts to their e-wallet anytime and anywhere Additionally, AirPay offers a range of free electronic services, including phone top-ups, money transfers, utility bill payments, and insurance payments The application also collaborates with major partners to enhance its diverse ecosystem.
AirPay has established a strong presence in Vietnam's digital payment landscape by partnering with major platforms like Shopee and Now Delivery These collaborations enable AirPay to offer enticing promotions such as freeship codes, vouchers, and discounts, attracting a large user base As the leading e-commerce app in Vietnam, Shopee drives significant traffic, while Now Delivery ranks among the top delivery services Their consistent encouragement for users to opt for AirPay payments has significantly boosted AirPay's market share and brand recognition, solidifying its status as one of the most popular e-wallet applications in the country.
Figure 1: 21 Banks linking to AirPay e-wallet app.
Figure 2: Affiliated services and online payment portals of AirPay.
Problem statement
Electronic wallet service providers are actively seeking to partner with more retail points to enhance their payment networks and secure a competitive edge Despite the growing popularity of digital wallets, retaining users and ensuring their continued usage remains a significant challenge for these service providers Customer retention and the encouragement of ongoing usage are crucial objectives for organizations in the mobile payment sector While numerous studies have explored the factors affecting mobile payment continuance usage intention, there is a notable lack of research focused on specific cases in Vietnam, where mobile wallets have only recently gained traction.
Four years ago, a significant portion of the Vietnamese population remained hesitant to adopt online transaction services and mobile payments, primarily due to a strong preference for cash payments Many individuals lacked confidence in the security and reliability of electronic financial transactions, fearing potential risks such as technical errors and unstable internet connections (Ryu, 2018) To foster customer trust and enhance loyalty, it is crucial for AirPay to address these concerns with effective solutions that improve users' attitudes toward digital payment methods.
The burgeoning mobile payment market in Vietnam has intensified competition among numerous new e-wallet providers, driven by the increasing preference for smartphone payments among younger generations According to IDC, e-wallets are projected to flourish from 2022 to 2030, prompting service providers to continually enhance their payment systems to attract and retain customers In the face of fierce competition, e-wallets are compelled to invest significantly in promotions and diverse services, including hotel, utility, and finance-insurance payments, along with enticing offers like discounts and free gifts Many consumers initially register for e-wallets to take advantage of exclusive incentives, making them prone to switch to other applications with better promotions, posing a considerable challenge for AirPay.
AirPay benefits from being part of the robust SEA Group ecosystem, which includes major platforms like Shopee and Now This integration allows users to enjoy online payment options with enticing discounts and vouchers on both services As a result, AirPay has generated significant revenue in recent years, amounting to trillions; however, its profits have remained relatively modest, with figures of 10 billion in 2018 and 14 billion in 2019, showing a decline compared to 2016 and 2017 Additionally, Shopee stands out as the largest e-commerce platform in the region.
AirPay has enhanced its brand awareness by surpassing competitors like Tiki and Lazada, yet it still trails behind major players such as Momo, ZaloPay, and ViettelPay in customer usage With Shopee offering various payment methods like cash on delivery, credit cards, and Internet Banking, AirPay struggles to provide unique advantages Furthermore, users have alternative options on e-commerce platforms that accept different e-wallets, like Tiki's ZaloPay and Lazada's eM wallet To remain competitive and grow its market share, AirPay must focus on customer retention by developing a robust payment system and creating innovative features within a strong ecosystem to attract both users and partners.
Research Objective
This study aims to identify effective strategies for retaining customers at AirPay by analyzing the factors influencing users' intentions to continue using the e-wallet The research specifically focuses on understanding the antecedents that drive user loyalty and ongoing engagement with the platform.
• To identify factors affecting users' continuance intention on using AirPay e-wallet.
• To identify the direct and indirect impact of these factors on customers' continuance intention toward AirPay e-wallet usage.
• To provide helpful recommendations for AirPay to improve its customer retention strategies.
Research Question
The major questions set in this research are:
• What are factors affecting users' continuance intention on using AirPay e-wallet?
• How do these factors influence continuance usage intention toward AirPay e- wallet?
• What are major recommendations to improve customer retention strategies for AirPay?
Significance and Implications
This study investigates the factors influencing users' intention to continue using AirPay, highlighting the novel factor of perceived benefit The findings offer valuable insights for AirPay to enhance marketing strategies aimed at fostering customer loyalty, attracting new users, and boosting competitiveness to expand market share Additionally, by addressing the identified factors, AirPay can improve its platform design and service system, thereby increasing user trust, enhancing experiences, and minimizing risks associated with online transactions This research serves as a useful reference for other mobile payment service providers in Vietnam.
Technology Acceptance Model (TAM) Theory
The Technology Acceptance Model (TAM) is a prominent conceptual framework in digital system research, initially designed to understand employee behavior towards new technology in organizations According to Zhang et al (2015), TAM illustrates the evolution of customer behavior regarding technology adoption It identifies two key determinants influencing customers' intentions to accept or reject new IT systems: perceived usefulness (PU) and perceived ease of use (PEOU) Narahdita, Aisjah, & Kusniyah (2020) emphasize that these factors are fundamental in explaining customer adoption of new technologies Perceived usefulness indicates how beneficial customers find a technology, while perceived ease of use reflects users' beliefs about the simplicity of learning the information technology system, as noted by Davis.
In their 2012 study, Kesharwani and Bisht highlighted that perceived benefit encapsulates the functions of the Technology Acceptance Model (TAM) by integrating perceived usefulness and perceived ease of use Consequently, this research will introduce a novel factor, perceived benefit, by merging these two essential components of the TAM framework into the proposed model.
Main Related Research and Model
Continuance usage intention refers to customers' willingness to keep using a specific product or service (Darmiasih & Setiawan, 2020) According to Nabavi et al (2016), this intention reflects the decision of users to persist with a particular information technology that they have already accepted and utilized In today's digital era, electronic payment systems are increasingly gaining popularity and adoption in various countries worldwide.
A study conducted by Darmiasih & Setiawan (2020) in Denpasar, Indonesia, explored the factors influencing users' intention to continue using the OVO e-wallet Utilizing a survey questionnaire with 139 participants and employing structural equation modeling (SEM) based on the partial least square approach for data analysis, the findings revealed that perceived privacy and perceived security significantly enhance trust Furthermore, these factors notably impact users' continuance intention While information quality positively affects trust, it does not have a direct influence on users' intention to continue using the service Ultimately, the research concluded that trust plays a crucial role in fostering users' continuance intention with the OVO e-wallet.
In Vietnam, a study by Phuong et al (2020) explored the factors influencing customers' intention to continue using mobile wallets by integrating the TAM, TAM2, and UTAUT models The research identified five key factors: situational normality, mobile application quality, familiarity, feedback mechanisms, and payment security Data was collected through a questionnaire from 276 respondents in Ho Chi Minh City, analyzed using partial least squares structural equation modeling (PLS-SEM) Results indicated that situational normality positively influences perceived ease-of-use (PEOU), while mobile application quality and familiarity enhance both PEOU and perceived usefulness (PU) Both PEOU and PU significantly contribute to customer satisfaction, while feedback mechanisms and payment security positively affect user trust Ultimately, the study confirmed that trust and satisfaction significantly impact the intention to continue using e-wallets.
Beyond the variables identified in the TAM and UTAUT models, several additional factors can significantly influence users' intention to continue using a service Notably, social influences play a crucial role (Raihan & Rachmawati, 2019), alongside the quality of the service provided (Zhou).
This research builds upon the model by Darmiasih and Setiawan (2020) by incorporating the new factor of perceived benefit, particularly in the context of Vietnam's evolving e-wallet market Despite the rapid growth of e-wallets, Vietnamese consumers still predominantly prefer cash payments Many users are attracted to e-wallets not only for their practical utility but also for the appealing promotions offered, such as cashback rewards, vouchers, discounts, and free gifts Given that perceived benefit has not been thoroughly examined in previous studies within Vietnam, it is crucial to investigate its role in influencing the intention to continue using e-wallets in this market.
Figure 3: The mode applied in the study of Made Darmiasih and Putu Yudi
Perceived Benefit
The Technology Acceptance Model (TAM) outlines how customer behavior evolves toward technology adoption, emphasizing two key aspects: perceived usefulness (PU) and perceived ease of use (PEOU) (Zhang et al., 2015; Kaouther, 2016) These elements are essential in understanding why customers embrace technology (Narahdita, Aisjah, & Kusniyah, 2020) Research by Kesharwani and Bisht (2012) suggests that perceived benefits, which combine PU and PEOU, play a crucial role in the TAM framework Customers prioritize the utilities and advantages of online services, such as convenience, discounts, and rapid service delivery Consequently, perceived benefits significantly influence customers' attitudes and intentions toward using internet banking services (Chaniotakis & Lymperopoulos).
2006) The perceived benefit is general defined as total benefits that fulfill the needs and expectation of customers (Wu, 2003) According to
According to Narahdita, Aisjah, and Kusniyah (2020), perceived benefits encompass the advantages customers experience while using a device Li (2016) further emphasizes that customers are drawn to technology not only for its practical utility but also for its psychological effects This aligns with Zhang et al (2013), who note that perceived benefits in online contexts are typically evaluated through utilitarian and hedonic dimensions, the latter being related to emotions Ozturk et al (2016) demonstrated that both utilitarian and hedonic benefits significantly influence users' intentions to continue utilizing mobile hotel booking technology.
In Vietnam, despite the rapid development of e-wallets, cash remains the predominant payment method among consumers Many users utilize e-wallets primarily to take advantage of attractive promotions, such as cashback rewards, discounts, and free gifts, rather than for their convenience The perceived benefits of these promotions significantly influence users' trust and their intention to continue using e-wallets Service providers that focus on understanding and meeting customer needs, enhancing user experience, and delivering additional value are more likely to foster trust and encourage ongoing usage of their e-wallet services.
H1: Perceive benefit positively affects customers' continuance usage intention.
H2: Perceive benefit positively affects trust.
Information Quality
Information quality encompasses the reliability, accuracy, completeness, timeliness, and appropriateness of data, significantly influencing user trust in digital services High-quality information reflects the competence and honesty of service providers, essential dimensions of trust For instance, when users pay utility bills through e-wallets, inaccurate or inadequate information can lead to doubts about the provider's integrity and usefulness of the service Furthermore, superior information quality reduces the risks associated with online transactions and enhances overall user experience Poor information quality can detract from customer satisfaction, as users may spend extra time verifying details Therefore, improving information quality is crucial for building initial trust in mobile payment services, necessitating providers to focus on delivering effective and valuable information Numerous studies have affirmed the positive relationship between information quality and trust.
The quality of information plays a crucial role in influencing customers' intention to continue using services, significantly affecting their satisfaction and perceived benefits (Zheng et al., 2013) While some studies suggest that information quality does not positively affect continuous usage intentions (Nelloh et al., 2019; Darmiasih & Setiawan, 2020), other research indicates a significant influence on customers' continuance intentions (Kim et al., 2008) This discrepancy in findings highlights the need for further investigation into the impact of information quality on the continued use of e-financial services, particularly within the context of Vietnam.
H3: Information quality positively affects customers' continuance usage intention.
H4: Information quality positively affects trust.
Perceived privacy protection and Perceived security protection
Customers often express concerns about online payment services due to privacy protection and security issues Mekovec and Hutinski (2012) define privacy as the user's control over identifiable data, while security encompasses the safeguards necessary to maintain that privacy Although these factors are interconnected, customers tend to view them as distinct concerns This research aims to analyze perceived privacy protection and perceived security protection as separate variables to understand their individual impacts on users' intention to continue using online payment services.
Perceived privacy is the individual's assessment of their own privacy, indicating limited access by external agents to their personal information (Dinev et al., 2013) Users' belief in the ability of service providers to protect their personal and transaction data significantly influences their adoption of e-wallets Research shows that perceived privacy impacts attitudes and intentions toward mobile payment usage and the willingness to share personal information with providers (Balapour et al., 2019) As concerns about personal information protection grow, users recognize the risks of sensitive data disclosure, such as scams and unauthorized debit card use Privacy and security issues are major barriers to adopting financial technology, as they directly affect user trust (Stewart & Jürjens, 2018) Furthermore, studies indicate that perceived privacy protection enhances user trust in financial services (Fatikasari, 2018; Ofori et al., 2017).
Perceived privacy protection significantly enhances customer trust, which in turn increases their intention to continue using electronic payment systems (Kotte, 2015) Systems that prioritize privacy measures foster a sense of security among users, reinforcing their commitment to ongoing usage Research by Trivedi and Yadav (2018) further supports the notion that strong privacy protections positively affect customers' intent to maintain usage.
A study conducted in 2019 demonstrated that privacy protection does not significantly affect users' intentions to continue using a service Consequently, it is essential to further explore the impact of perceived privacy protection, leading to the formulation of additional hypotheses for investigation.
H5: Perceived privacy protection positively affects customers' continuance usage intention.
H6: Perceived privacy protection positively affects trust.
Perceived security in mobile payment services is defined as the user's belief in the safety of transactions regarding both financial and personal information (Hartono et al., 2014; Khalilzadeh et al., 2017; Fan et al., 2018; Zhang et al., 2019) Research highlights the critical role of privacy and security in electronic financial services (Cheng et al., 2006) Customers and service providers face challenges such as hacker attacks, malware, and scams, necessitating robust data security measures (Wang et al., 2016) A strong perceived security framework positively influences customer attitudes towards adopting electronic services, as users are more likely to trust service providers that demonstrate a commitment to data protection (Gupta & Dubey, 2016) Studies indicate that perceived security significantly enhances customer trust in mobile banking services (Susanto et al., 2016; Fatikasari, 2018; Nelloh et al., 2019; Darmiasih & Setiawan, 2020), although some research suggests that its influence on trust may not be significant (Putri, 2016).
Perceived security protection significantly influences users' intention to continue using electronic payment services When individuals believe that a service has a robust security system, they are more likely to trust and prefer it over unfamiliar alternatives Research has demonstrated a positive correlation between perceived security and customers' continuance intention (Nelloh et al., 2019; Darmiasih & Setiawan, 2020) However, some studies report conflicting findings, indicating no positive relationship between perceived security and continuance usage intention (Kim et al., 2019; Tanjung, 2019) This discrepancy highlights the need for further investigation into how perceived security affects user trust and ongoing usage intentions Therefore, the author proposes the following hypotheses.
H7: Perceived security protection positively affects customers' continuance usage intention.
H8: Perceived security protection positively affects trust.
Trust
Trust is defined as a person's confidence in the reliability and safety of someone or something According to Li (2016), it encompasses customers' perceptions of a provider's ability to protect personal information in uncertain situations Zahedi & Song (2008) identify three key components of trust: ability, honesty, and benevolence Ability refers to the service provider's competence in enhancing products and services to meet customer needs Honesty reflects customers' belief that providers will uphold their commitments without deceit Benevolence indicates that providers genuinely care for their users and prioritize their best interests By focusing on these three dimensions, service providers can effectively build and enhance customer trust.
User trust is a crucial element in mobile commerce, as it significantly influences the relationship between clients and providers (Shaw, 2014; Logan, 2000) A strong foundation of trust enhances customer participation in online transactions; the greater the users' confidence, the more likely they are to engage in electronic transaction services (Rofiq, 2007) Research has consistently shown that trust is a vital factor driving customers' intentions to adopt mobile payment systems (Duane et al., 2014; Xin et al., 2015; Dastan).
Trust plays a crucial role in influencing brand loyalty, as customers are more likely to repeatedly use and purchase products or services they perceive as trustworthy, safe, and reliable In the context of mobile payment systems, potential risks and uncertainties can hinder users' intentions to continue using these services Establishing customer trust is essential for fostering long-term relationships and enhancing users' willingness to stick with a service provider, as it alleviates concerns about security and reliability Studies have shown that when customers trust digital wallets, they are more inclined to use them for daily transactions Research consistently demonstrates the positive impact of trust on the intention to continue using e-wallets, highlighting its significance in the mobile payment landscape Thus, it is evident that trust positively influences customers' intentions to maintain their usage of mobile payment systems.
H9: Trust positively affects customers' continuance usage intention.
Table 1: Summaries of Main Constructs
Research Model and Hypotheses
This study adapts the model from Made Darmiasih and Putu Yudi Setiawan (2020) and introduces an additional factor, perceived benefit Consequently, the model now comprises four independent variables.
(1) perceived benefit, (2) information quality, (3) perceived privacy protection, (4) perceived security protection; (5) trust and (6) continuance intention are dependent variables The proposed model is provided in Figure 4.
Based on above discussions, there are nine main hypotheses are proposed in the model of study:
H1: Perceive benefit positively affects customers' continuance usage intention.
H2: Perceive benefit positively affects trust.
H3: Information quality positively affects customers' continuance usage intention. H4: Information quality positively affects trust.
H5: Perceived privacy protection positively affects customers' continuance usage intention.
H6: Perceived privacy protection positively affects trust.
H7: Perceived security protection positively affects customers' continuance usage intention.
H8: Perceived security protection positively affects trust.
H9: Trust positively affects customers' continuance usage intention.
Research Process
The process of research conduction as following:
Research Methodology
Based on a comprehensive literature review, a conceptual model and hypotheses have been developed to explore the causal relationships among perceived benefit, information quality, perceived privacy protection, perceived security protection, and continuance usage intention This study employed a quantitative method to numerically and mathematically analyze these relationships, aiming to generalize the findings To gather data on customer experiences with digital wallet usage, a questionnaire was utilized, which, despite its length potentially deterring some participants, ultimately yielded a high response rate and valuable data for statistical analysis.
Questionnaire Design
The survey questionnaire was designed to assess the factors influencing the continued usage intention of AirPay users It comprised two distinct sections, beginning with two preliminary questions aimed at identifying participants who have utilized the AirPay e-wallet and reside in Ho Chi Minh City.
The initial section of the study focused on variables outlined in the research model, which included users' continuance intention, trust, perceived privacy protection, information quality, perceived benefit, and perceived security protection (refer to Table 2) To gather data on these variables, a 5-point Likert scale was employed, ranging from 1 to 5.
5, namely, 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly
The second section aimed to gather demographic data from participants, such as gender, age, education level, and income Research by Alafeef (2012) demonstrated that demographic factors significantly influence users' adoption of mobile payment systems.
In online surveys, the researcher and the respondent cannot directly interact together; therefore, the author made a pilot test to review and modify unclear questions.
A pilot survey involving 30 respondents was conducted to identify potential issues within the questionnaire, such as confusing terminology, ambiguous concepts, and duplicate questions This preliminary test aims to enhance the questionnaire's effectiveness in gathering accurate official data.
PB1 I find it convenient to use payment services on
PB2 AirPay provides services quickly and
I enjoy many financial benefits when paying al (2010)
PB3 via AirPay (such as discounts, refunds,
I think that using AirPay helps me save
PB4 transaction fees (e.g., AirPay lets me transfer money for free)
INF1 AirPay provides me with information that suits my needs
INF2 AirPay provides me with sufficient information Zhou (2013);
Darmiasih & Quality AirPay provides me with information that is
INF4 AirPay provides me with accurate information
INF5 AirPay provides me with up-to-date information
I understand the use of personal data
PRI1 collection of AirPay (for example, AirPay requires customers to provide a phone number to send OTP code for each transaction)
Darmiasih & AirPay keeps the customer's personal
AirPay does not use the customer's personal
PRI3 information for other purposes
PRI4 AirPay protects the customer's personal information from Hackers' access
I find that Airpay has good protection on the
SEC1 financial transaction in order to avoid errors
Perceived SEC2 I find that AirPay has a good payment security
I find that AirPay well protects financial Setiawan Protection SEC3 transactions from unauthorized manipulation (2020) (SEC)
I find that AirPay well protects my account
SEC4 from unauthorized access by people without my permission
TRU1 I find that AirPay provides reliable financial services
I find that AirPay provides secure financial
Trust (TRU) (2020); Kim et al (2009); Yu AirPay is capable and efficient in providing
TRU4 I trust using financial services on AirPay
CI1 There is a possibility that I will continue to use financial services on AirPay.
CI2 I intend to continue using the payment service
Darmiasih & on AirPay instead of discontinuing it.
I intend to continue using the payment service (2020);
CI3 on AirPay rather than using alternative means
CI4 I intend to continue using the payment service on AirPay in the future.
Sampling Method and Data Collection
The research aimed to identify the factors influencing users' intention to continue using AirPay, an e-wallet service in Ho Chi Minh City A convenience sampling method, a non-probability approach, was employed due to constraints related to time, cost, and sample availability This technique proved to be effective given the research conditions Sample size adequacy was evaluated on a scale where 50 is deemed very poor, 100 poor, and 200 adequate.
(Comfrey & Lee, 1992) The sample size of the research is adapted from this recommendation with an intended of approximately 300 respondents.
The target respondents of this research included people who have used AirPay e- wallet application and live in Ho Chi Minh City Respondents are in different groups of
30 age, belong to different educational and careers such as university student, office employees, unskilled workers The questionnaire was translated into Vietnamese before being distributed to be convenient for respondents.
The primary data was collected through an online survey form because it enables the researcher to approach a large range of people, collect data in a limited time (Nguyen
In light of the COVID-19 pandemic, conducting online surveys proved to be a safer and more cost-effective method compared to traditional paper surveys Participants were recruited via Gmail and popular social media platforms such as Facebook, Instagram, Zalo, and Messenger The survey period spanned from April to May 2021, resulting in 301 valid responses that were selected for subsequent analysis in the research process.
Data Analysis Techniques
This research utilizes two primary software tools for data analysis: SPSS Statistics 22.0 and SmartPLS 3.0 Initially, SPSS 22.0 is employed for preliminary data screening and descriptive analysis of all accepted responses gathered during the data collection process.
The proposed model will be tested using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS 3.0 software This widely used technique is applicable in various domains, including electronic wallet services, mobile shopping, and internet banking The analysis will involve two sub-models: the measurement model and the structural model, both of which will be evaluated through the SmartPLS software.
Demographic Information
A study by Alafeef (2012) demonstrated the impact of demographic factors on mobile payment usage The research analyzed demographic data from 301 valid respondents, focusing on key aspects such as gender, age, occupation, education level, and monthly income.
The study involved 301 participants, comprising 158 women (52.5%) and 143 men (47.5%) Findings indicate that women are more likely to use the AirPay e-wallet compared to men, which may be attributed to their preference for online services on e-commerce and delivery platforms like Shopee and NowFood, key partners of AirPay However, these statistics may not fully capture the actual gender differences in AirPay usage due to various objective factors, including location-based discrepancies in the survey responses.
The study involved 301 participants across various age groups, revealing that 84.1% are aged 18-35, making this the largest demographic among users of the AirPay system Additionally, 13.3% of respondents fall within the 35-50 age range, while only 2% are under 18 and 0.7% are over 50 This data indicates that the younger generation is the primary customer segment, characterized by a stable income and a strong affinity for technology Their adaptability to new tech products and services positions them well for future innovations.
A survey revealed that 80.1% of respondents are undergraduates, 8% are graduates, 7.6% are in college, and 4.3% are high school students, indicating a diverse educational background among AirPay users This suggests that educational level does not hinder the ability to utilize the AirPay e-wallet, demonstrating that customers across various educational stages can effectively engage with new technology and financial services on their smartphones.
Table 5: Distribution of Educational Level
An occupational survey of AirPay e-wallet users reveals diverse customer segments, with 42.5% of respondents identifying as office workers and an equal percentage of 42.5% as students, including those in high school, undergraduate, and postgraduate studies Additionally, 10.3% of participants are unskilled workers, while 7.6% engage in other careers.
The survey aimed to assess participants' monthly income, acknowledging multiple income sources beyond just salary According to Table 7, respondents' monthly income is categorized into four ranges: under 3 million VND, 3-7 million VND, 8-20 million VND, and above 20 million VND The findings indicate that 31.6% of participants earn between 8-20 million VND, while 25.2% earn less than 3 million VND, 23.9% earn between 3-7 million VND, and 19.3% earn over 20 million VND This data suggests that users across various income brackets are inclined to utilize the AirPay e-wallet.
Descriptive Statistic
This section utilized descriptive statistics to provide an overview of the collected data, highlighting key metrics such as minimum, mean, maximum, and standard deviation The descriptive statistics table effectively summarizes the characteristics of six variables: perceived benefit, information quality, perceived privacy protection, perceived security protection, trust, and continuance intention.
A five-point Likert scale was applied to this study that ranges from 1 to 5 points.
Table 8 presents the descriptive statistics for perceived benefits, with mean values for items PB1, PB2, PB3, and PB4 ranging from 3.98 to 4.12 Notably, PB2 has the highest mean at 4.12, followed closely by PB1 at 4.09, while PB3 and PB4 both average around 3.98 This suggests that respondents generally agree on the efficiency and quality of benefits offered by AirPay Additionally, the standard deviation, ranging from 0.821 to 0.854, indicates a low variability in responses, reflecting a consensus among participants regarding the perceived benefits.
Table 8: Descriptive statistics of Perceived benefit
The assessment of user attitudes toward information quality was conducted using five items (INF1, INF2, INF3, INF4, INF5), with mean values ranging from 3.86 to 3.93, as shown in Table 9 Notably, INF5 and INF3 achieved the highest means of 3.93 and 3.91, respectively, while the other items averaged around 3.86 This indicates a general satisfaction among participants regarding the information characteristics provided by AirPay Furthermore, the standard deviation for these items, ranging from 0.781 to 0.923, suggests minimal variation in responses.
Table 9: Descriptive statistic of Information quality
Table 10 reveals that the average scores for items PRI1, PR2, PR3, and PR4 range from 3.85 to 4.21, with PR1 achieving the highest mean of 4.21 and a standard deviation of 0.819 This suggests that most respondents strongly agree with the statement, "I understand the use of personal data collection of AirPay." Additionally, the mean scores for PR2, PR3, and PR4 fall between 3.85 and 3.91, with standard deviations ranging from 8.41 to 8.898, indicating that participants generally agree with the concepts presented in these questions.
Table 10: Descriptive statistics of Perceived privacy protection
Table 11 presents the descriptive statistics for perceived security protection, revealing that the mean values for SEC1, SEC2, SEC3, and SEC4 range from 3.86 to 3.99 This indicates that most respondents express a relatively high level of satisfaction with the security features of AirPay Additionally, the standard deviations for these items, ranging from 0.847 to 0.881, suggest minimal variation in the responses.
Table 11: Descriptive statistics of Perceived security protection
A recent assessment of customer trust in AirPay's financial services utilized four key items: TRU1, TRU2, TRU3, and TRU4 According to Table 12, the mean values for these items range from 3.85 to 4.05, with standard deviations between 0.775 and 0.872 This data suggests that the majority of respondents exhibit a relatively high level of trust in AirPay's services, with consistent responses across the assessed items.
Table 12: Descriptive statistics of Trust
The means of CI1, CI2, and CI4 are above 4.0, measuring at 4.06, 4.07, and 4.17, respectively, while CI3 has a mean of 3.7 Despite CI3's lower mean, it indicates that participants generally tend to agree on the continued use of AirPay Additionally, the standard deviations for CI1, CI2, and CI4 range from 0.762 to 0.859, whereas CI3 has a higher standard deviation of 0.904, suggesting that responses for each item are relatively consistent.
Table 13: Descriptive statistics of continuance intention
The Assessment of Measurement Model
Construct reliability and validity test are suggested (Hair et al., 2014) as the first step of the procedure.
Calculating outer loadings is essential for evaluating a measurement model, as it indicates the strength of the relationship between observed and latent variables According to Hair et al (2016), an acceptable outer loading value should be 0.7 or higher In this study, the outer loadings for all indicators exceeded this threshold, ranging from 0.745 to 0.859, as detailed in Table 14.
Table 14: Outer loadings of Items
Internal consistency reliability is assessed using Cronbach's Alpha and Composite Reliability in PLS, with many researchers favoring Composite Reliability (CR) over Cronbach's Alpha (Hair et al., 2012) This study employs both measures to enhance research rigor A minimum value of 0.7 is required for Cronbach's Alpha, and similarly, a CR value exceeding 0.7 is recommended to confirm reliability (Bagozzi & Yi, 1988).
The analysis presented in Table 15 indicates that Cronbach's alpha values for all factors range from 0.773 to 0.841, exceeding the minimum threshold of 0.7 Additionally, the composite reliability values for all constructs fall between 0.855 and 0.894, also surpassing the required level of 0.7 These results collectively affirm the high reliability of the data across all factors.
Table 15: Results of Internal Consistency
Construct validity is assessed through convergent and discriminant validity, with convergent validity evaluated using the average variance extracted (AVE) According to researchers, an AVE value exceeding 0.5 is necessary (Fornell and Larcker, 1981; Ofori et al., 2017) The results in Table 16 indicate that the AVE values for all constructs range from 0.571 to 0.678 Specifically, the factors of continuance intention, information quality, perceived benefit, perceived privacy protection, perceived security protection, and trust have AVE values of 0.678, 0.571, 0.631, 0.643, 0.633, and 0.596, respectively Since all values surpass the required threshold of 0.5, this confirms strong convergent validity.
Table 16: Average Variance Extracted (AVE) of constructs
Discriminant validity is a crucial criterion that assesses the distinctiveness of a construct within a proposed model According to Fornell and Larcker (1981), the traditional method for evaluating discriminant validity involves calculating the square root of the Average Variance Extracted (AVE) The Fornell-Larcker criterion stipulates that this square root must exceed the correlations among other latent variables Table 17 demonstrates that the square root of the AVE for each factor (CI, INF, PB, PRI, SEC, TRU) surpasses the correlations with other constructs For instance, the AVE for CI is 0.678, resulting in a square root of 0.823, which is greater than all correlation values in the corresponding CI column and row The other constructs similarly fulfilled this requirement, confirming robust discriminant validity for the measurement model.
CI INF PB PRI SEC TRU
The Assessment of Structural Model
After assessing the measurement model based on construct reliability and validity, the structural model would be examined to conduct the hypothesis testing (Ofori et al.,
2017; Phuong et al., 2020; Zhou, 2018) The evaluation criteria are proposed in this section including collinearity statistics (VIF), coefficient of determination (R square), effect size (f square), and direct effect.
Before analyzing the relationships between factors, it is crucial to assess collinearity, as the evaluation of path coefficients relies on the regression of the dependent variable and its predictive factors (Ofori et al., 2017; Phuong et al., 2020) A significant increase in collinearity among predictors can distort path coefficient measurements (Phuong et al., 2020) To identify collinearity issues, the variance inflation factor (VIF) values are employed, as suggested by Hair et al (2014).
The Variance Inflation Factor (VIF) should ideally be below 5.00 to avoid issues of collinearity In this study, all constructs demonstrated VIF values under the threshold of 5.00, indicating a lack of collinearity among them.
(see table 18) which confirms that the collinearity issue did not happen.
Table 18: Collinearity statistics (VIF values) of constructs
In the structural model, the coefficient of determination (R square) indicates how well exogenous variables explain the dependent variable (Phuong et al., 2020) R square values range from 0 to 1, with higher values signifying greater predictive accuracy According to Hair et al (2014), R square values are categorized as weak (0.25), moderate (0.5), and substantial (0.75) The results show that the R square for Trust (TRU) is 0.424, indicating that independent variables account for 42.4% of the variance in trust, which is considered weak In contrast, the R square for Continuance Intention (CI) is 0.524, meaning that 52.4% of the variance in CI is explained by the independent variables, reflecting a moderate level of explanatory power.
Effect size is a crucial metric for evaluating the impact of independent variables on dependent variables According to Hair et al (2014), the f² index categorizes effect sizes into specific levels: values below 0.02 indicate negligible effects, those between 0.02 and 0.15 suggest small effects, values from 0.15 to 0.35 indicate moderate influence, and values exceeding 0.35 represent a large impact As detailed in Table 20, the results reveal that information quality exhibits an extremely small effect size, or no effect at all, on continuance intention, with an f² value of [insert value].
0.001) Similarly, perceived benefit also has an extremely small impact or no effect on trust with f 2 = 0.01 On the other hand, the f 2 value of trust on continuance intention (f 2
= 0.2) indicates that trust has a moderate impact on continuance intention Besides, the effect size of each relationship between three remaining constructs and continuance intention
(including perceived benefit, perceived privacy protection, perceived security protection) is small with f 2 = 0.023, 0.059, 0.025, respectively Additionally, information quality, perceived privacy, and perceived security protection all have a small effect size on trust ( f 2 =
Table 20: Effect size of predictor constructs
PLS-SEM employs a nonparametric bootstrapping method to evaluate the significance of coefficients, as outlined by Hair et al (2014) The bootstrapping process involves analyzing 301 cases and generating 5000 subsamples, utilizing a two-tailed test with a significance level (p-value) set at 0.05 Following the bootstrapping, t-values are computed to determine the statistical significance of the coefficients, with a threshold of at least 1.96 required to confirm the hypotheses (Hair et al., 2011).
Findings in Table 21 provided values of path coefficients, T-values, significant levels.
Among the nine hypotheses tested, nearly all were supported, with the exception of H2 and H3 Specifically, hypothesis H1 demonstrated a significant influence of perceived benefit on customers' continuance intention, evidenced by a path coefficient of β = 0.117, a T-value of 2.524, and a p-value of 0.012 In contrast, H2 was rejected due to a T-value of 1.464 and a p-value of 0.144, indicating that perceived benefit solely affects continuance intention Additionally, the results for hypotheses H3 and H4 revealed that information quality has a positive and significant impact on customer trust, with a path coefficient of β = 0.182.
= 3.223, p-value = 0.001); therefore, H4 was supported Meanwhile, a value of T-statistics and a significant level of H3 (T-value = 0.619 (0.05)) show that information quality did not positively impact users’ continuance intention, which means H3 was rejected.
The analysis reveals that perceived privacy protection significantly influences both continuance intention and customer trust, with T-statistics and p-values supporting hypotheses H5 (β = 0.223, T-value = 3.446, p-value = 0.001) and H6 (β = 0.316, T-value = 4.885, p-value = 0.000) Furthermore, perceived security protection also demonstrates a strong positive effect on customers' continuance intention and trust, as evidenced by the results of hypotheses H7 (β = 0.137, T-statistic = 2.094, p-value = 0.037) and H8 (β = 0.255, T-statistic = 4.066, p-value = 0.000) Lastly, trust is confirmed to significantly impact continuance intention, supporting hypothesis H9 (β = 0.407, T-value).
= 6.394, p-value = 0.000) Therefore, all H7, H8, and H9 were supported.
Table 21: Path Coefficients of the Model
Researchers have identified nonparametric bootstrapping as a robust method for evaluating the mediating impact in statistical analyses (Shrout & Bolger, 2002; Hayes, 2009; Zhao et al., 2010) Detailed coefficients and values for assessing the indirect effect in the proposed model can be found in Table 22.
The study revealed that among the four independent variables analyzed, only one did not significantly influence continuance intention Specifically, information quality demonstrated a significant indirect effect on continuance intention, with a β value of 0.074, a T-value of 2.962 (exceeding the critical threshold of 1.96), and a p-value of 0.003 (below the 0.05 significance level) Additionally, both perceived privacy protection (PRI) and perceived security protection (SEC) were found to have significant indirect impacts on continuance intention, with PRI showing a β of 0.129, T-value of 3.608, and p-value of 0.000.
The analysis revealed significant support for hypotheses H3.1, H5.1, and H7.1, with a T-value of 3.496 and a p-value of 0.001 However, the perceived benefit did not significantly influence continuance intention, as indicated by a T-value of 1.492 and a p-value of 0.136, leading to the conclusion that hypothesis H1.1 was not supported.
Additionally, it is also necessary to assess confidence interval bias-corrected with bootstrapped 95% Findings in Table 22 show that ranges of confidence interval bias of
The mediation impacts of H3.1, H5.1, and H7.1 were statistically significant, as they do not include the number 0 within their confidence intervals (Preacher & Hayes, 2008) In contrast, the confidence interval for H1.1 ranges from -0.005 to 0.085, which includes 0, indicating that the indirect effect of H1.1 was not statistically significant.
Table 22: Indirect Effects on Continuance Intention
The study reveals that perceived privacy protection, perceived benefit, trust, and perceived security protection significantly influence users' intention to continue using a service In contrast, information quality only affects continuance intention indirectly Furthermore, information quality, perceived privacy protection, and perceived security protection notably enhance customer trust, while perceived benefit does not impact users' trust.
Discussion of Results
The proposed model identifies key independent variables such as perceived benefit, perceived privacy protection, information quality, and perceived security protection, which influence two dependent variables: customer trust and continuance usage intention The findings from the previous chapter highlight both the direct and indirect effects of these independent variables on customer trust and the intention to continue using the service.
5.1.1 Impact of Perceived Benefit on Trust and Continuance Intention
Chapter 4 of the study revealed that perceived benefit does not significantly affect customer trust, as hypothesis H2 was rejected (β = 0.085, T-value = 1.464, p = 0.144) However, it was found that perceived benefit positively influences users' continuance intention, supporting hypothesis H1 (β = 0.117, T-value = 2.524, p = 0.012) This finding aligns with research by Ozturk et al (2016), which demonstrated the significant impact of perceived benefit on customers' continuance intention, a conclusion further corroborated by Ryu (2018) and Widya et al (2020).
AirPay customers expressed high satisfaction with the benefits provided, rating convenience in using payment services at 4.09 Users also appreciated the promptness of AirPay's services, with a mean score of 4.12 Additionally, they valued the financial advantages and savings on transaction fees offered by the platform.
AirPay has successfully met customer expectations by offering convenient and quick benefits, leading to increased user loyalty Customers favor fast, convenient, and cost-effective transactions, making them more likely to choose an e-wallet that fulfills these needs To attract new customers and retain existing ones, AirPay should focus on understanding customer preferences and developing appealing benefits.
5.1.2 Impact of Information Quality on Trust and Continuance Intention
The analysis indicates that information quality (β = 0.182, T-value = 3.223, p-value = 0.001) significantly enhances customer trust, but does not directly influence continuance usage intention (T-value = 0.619, p-value = 0.536) This suggests that information quality indirectly affects continuance usage intention through user trust For users in Ho Chi Minh City, information quality was not the primary factor influencing their intention to continue usage, aligning with findings from Nelloh et al (2019) that also noted the lack of significant impact on continuance intention Furthermore, various studies, including those by Putri (2016), Gao et al (2015), and Budilarto (2018), have confirmed the positive correlation between information quality and trust Additionally, research by Darmiasih & Setiawan (2020) on OVO e-wallet users in Denpasar supports the notion of a significant positive effect of information quality on customer trust.
The study assessed the quality of information provided by AirPay based on user experiences, focusing on relevance, sufficiency, intelligibility, accuracy, and timeliness Users expressed a high level of satisfaction, with ratings between 3.86 and 3.93 Maintaining high-quality information that meets customer expectations is crucial for AirPay to sustain and enhance customer trust, which in turn is likely to boost users' intention to continue using the service.
5.1.3 Impact of Perceived Privacy Protection on Trust and Continuance Intention
Hypothesis testing indicated that perceived privacy protection (β = 0.316) with T- value = 4.885, p-value = 0.000 has significant and positive impact on trust of users.
Besides, perceived privacy protection was also proved that it has a positive and significant influence on customers' continuance usage intention (β = 0.223, T-value = 3.446, p-value
= 0.001) These findings are in line with conclusions of many previous studies by Kotte (2015); Putri (2016); Fatikasari (2018); Stewart & Jürjens (2018); Darmiasih & Setiawan
Research from 2020 demonstrates that the perceived privacy protection factor has a significant positive impact on customer trust These findings align with previous studies by Kotte (2015) and Darmiasih & Setiawan (2020), which also confirm that perceived privacy protection significantly influences users' intention to continue using a service.
Perceived privacy protection significantly influences users' trust and continuance intention in Ho Chi Minh City, with AirPay customers generally expressing satisfaction with the platform's data protection measures Notably, users have a clear understanding of AirPay's data collection purposes, with a mean score of 4.21, and believe the company maintains confidentiality of their personal information, scoring 3.91 Additionally, customers trust AirPay not to misuse their personal data, with a mean score of 3.85, and have confidence in the platform's ability to safeguard their information from hackers, scoring 3.87.
To address users' concerns about personal information misuse in e-wallet applications, service providers must enhance their privacy protection systems AirPay, in particular, should establish a stringent privacy policy that limits the disclosure of personal information under any circumstances By ensuring strict protection of confidential data, AirPay can boost customer confidence in its services, alleviating apprehensions about sharing personal information This commitment to privacy will encourage users to continue utilizing AirPay's financial services in the future.
5.1.4 Impact of Perceived Security Protection on Customers’ Trust and Continuance Intention
Perceived security protection significantly influences customer trust, as evidenced by H8 with β = 0.255, T-statistic = 4.066, and p-value = 0.000 This finding aligns with previous studies by Kasim (2017) and Nelloh et al (2019), which also highlight the crucial role of perceived security in fostering customer trust Additionally, research by Fatikasari (2018) and Darmiasih & Setiawan (2020) supports the conclusion that trust is positively and significantly affected by perceived security protection.
Perceived security protection significantly influences users' intention to continue using a service, as evidenced by a positive relationship (H7: β = 0.137, T-statistic = 2.094, p-value = 0.037) This finding is consistent with earlier research conducted by Trivedi & Yadav (2018), Nelloh et al (2019), Darmiasih & Setiawan (2020), and Kinasih & Albari.
(2012) who proved perceived security protection significantly influence customers’ intention to continue using.
Customers prioritize the security of financial transactions and account protection when using e-wallets, with perceived security being their main concern In a study conducted in Ho Chi Minh City, users rated AirPay positively for its payment security (mean = 3.94), protection against transaction errors (mean = 3.86), unauthorized manipulation (mean = 3.92), and safeguarding accounts from unauthorized access (mean = 3.99) These results suggest that AirPay has effectively implemented security measures, instilling confidence in users for financial transactions However, continuous improvements in security systems are necessary to enhance customer trust and encourage ongoing use of the AirPay e-wallet When customers feel their security expectations are met, they are more likely to integrate AirPay into their daily lives, ultimately contributing to the platform's long-term growth and success.
5.1.5 Impact of Trust on Continuance Intention
Trust significantly influences customers' intention to continue using AirPay e-wallet, with a strong positive correlation demonstrated in this study (H9: β = 0.407, T-value = 6.394, p-value = 0.000) This finding aligns with previous research by Gong et al (2018), Trivedi & Yadav (2018), Nelloh et al (2019), and Darmiasih & Setiawan (2020), all of which highlight the critical role of customer trust in sustaining usage intention Moreover, studies by Suandana et al (2016) and Zhou et al (2018) further reinforce that trust exerts a significant and positive impact on customers' ongoing engagement with services.
In Ho Chi Minh City, users exhibit a strong trust in AirPay's financial services, with an average trust rating of 3.97 Customers perceive AirPay as a reliable and secure option, reflected in their ratings of 4.05 for reliability and 3.85 for security Additionally, they recognize AirPay's capability and efficiency in delivering financial services, scoring it an average of 4.03 This positive perception is crucial for AirPay as it fosters customers' intention to continue using their services As trust in AirPay's offerings increases, so does the likelihood of future usage Given that e-wallet services are based on personal experiences, it is essential for service providers to focus on building trust-based relationships to enhance long-term user engagement (Sharma & Sharma, 2019).
Contribution
This study has provided valuable insights for AirPay, which can also benefit other e-wallet service providers.
This study introduces a novel factor, perceived benefit, in the context of customers' continuance usage intention toward e-wallets, specifically AirPay, in Ho Chi Minh City, Vietnam Based on the model proposed by Darmiasih & Setiawan (2020), the research confirms that perceived benefit significantly influences users' intentions to continue using e-wallets This finding highlights the importance of incorporating perceived benefit into customer retention strategies for effective engagement in the digital payment landscape.
The study offers valuable insights into the key factors influencing customers' intentions to continue using e-wallets, highlighting the importance of perceived benefits, privacy, information quality, and security Service providers like AirPay can leverage these findings to enhance customer retention by strategically improving these critical areas Additionally, building customer trust through robust privacy and security measures is essential for fostering long-term relationships Understanding customer demographics and expectations will enable providers to refine their e-wallet systems, ultimately enhancing user experience and trust.
Research Limitations and Recommendations for Further Research
The study has notable limitations, primarily due to its reliance on cross-sectional data, which captures a phenomenon at a single point in time and may not reflect a broader context The use of a convenience sampling approach in Ho Chi Minh City, while cost-effective and time-saving, restricts the representativeness of the sample, hindering the generalization of the findings (Bryman & Bell, 2003) Additionally, the distribution of survey questionnaires has predominantly reached students and office workers, resulting in potential biases and a lack of diversity in the respondent pool, which may compromise the accuracy and comprehensiveness of the results.
Further research is essential to gather data from a diverse range of respondents across various locations, enhancing the comprehensiveness of demographic information such as age, education level, and gender Additionally, factors like social influence and service quality significantly affect trust and the intention to continue usage Future studies should explore these and other emerging factors to gain deeper insights.
Conclusion
The study reveals that perceived privacy, perceived benefit, trust, and perceived security protection significantly influence customers' intentions to continuously use the AirPay e-wallet However, information quality does not directly affect this intention Additionally, perceived security, perceived privacy protection, and information quality were found to significantly impact customer trust These findings provide valuable insights for service providers to understand the key factors that drive continuous usage of e-wallet platforms.
In the first half of 2018, Appota released a comprehensive report on the mobile application market in Vietnam, highlighting key trends and insights The report provides valuable data on user behavior, market growth, and the overall landscape of mobile applications in the country This analysis is essential for developers and businesses looking to understand the dynamics of Vietnam's mobile app ecosystem For more details, visit the full report on Appota's official website.
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Zhou, W., Tsiga, Z., Li, B., Zheng, S., & Jiang, S (2018) What influence users’ e- finance continuance intention? The moderating role of trust Industrial Management
& Data Systems, 118(8), 1647-1670 https://doi.org/10.1108/imds-12- 2017-0602
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 và các bạn!
Tôi là Vũ Thị Hồng Hạnh, sinh viên năm cuối tại Đại học Quốc Tế - Đại học Quốc Gia TP.HCM Hiện tại, tôi đang thực hiện một khảo sát về các yếu tố ảnh hưởng đến ý định tiếp tục sử dụng ví điện tử AIRPAY của người dùng tại thành phố.
Bài nghiên cứu "Hồ Chí Minh" tập trung vào việc khảo sát ý kiến của khách hàng đã sử dụng ví điện tử AirPay, nhằm phục vụ cho luận văn tốt nghiệp Chúng tôi rất mong nhận được sự hỗ trợ từ anh/chị/bạn trong việc hoàn thành bảng khảo sát dưới đây Những phản hồi của bạn sẽ cung cấp thông tin quý giá, giúp chúng tôi có cái nhìn khách quan và sâu sắc hơn về vấn đề này.
Tôi rất cảm kích sự hỗ trợ của anh/chị/bạn và xin cam kết rằng mọi thông tin sẽ được bảo mật, chỉ sử dụng cho mục đích nghiên cứu, hoàn toàn không phục vụ cho bất kỳ mục đích không chính thống nào khác.
Xin chân thành cảm ơn!
Bạn đã từng sử dụng ví điện tử AirPay chưa? Nếu có, xin vui lòng cho biết Nếu không, cuộc khảo sát sẽ dừng tại đây Cảm ơn sự giúp đỡ của bạn Bạn hiện đang sống ở đâu? Thành phố Hồ Chí Minh hay nơi khác? Nếu không phải Thành phố Hồ Chí Minh, cuộc khảo sát sẽ dừng tại đây Xin cảm ơn sự hỗ trợ của bạn!
Phần I: Các yếu tố ảnh hưởng đến ý định tiếp tục sử dụng ví điện tử AirPay
Xin hãy thể hiện mức độ đồng tình của Anh/Chị/Bạn đối với số tương ứng:
(1 = Hoàn toàn không đồng ý, 2 = Không đồng ý, 3 = Trung lập, 4 = Đồng ý, 5 = Hoàn toàn đồng ý)
NHẬN THỨC VỀ LỢI ÍCH
Tôi thấy thuận tiện khi sử dụng các dịch vụ thanh toán trên AirPay.
AirPay cung cấp các dịch vụ nhanh chóng và ngay lập tức.
Tôi được hưởng nhiều lợi ích tài chính khi thanh toán bằng AirPay
(như chiết khấu, hoàn tiền, mã freeship trên Shopee…)
Sử dụng AirPay giúp tiết kiệm phí xử lý giao dịch, vì dịch vụ này miễn phí chuyển, nạp và rút tiền vào tài khoản ngân hàng liên kết.
AirPay cung cấp cho tôi thông tin phù hợp với nhu cầu của tôi.
AirPay cung cấp cho tôi đầy đủ thông tin.
AirPay cung cấp cho tôi thông tin dễ hiểu.
AirPay cung cấp cho tôi thông tin chính xác.
AirPay cung cấp cho tôi thông tin được cập nhật mới nhất.
NHẬN THỨC VỀ BẢO VỆ QUYỀN RIÊNG TƯ
AirPay thu thập thông tin cá nhân của khách hàng, như số điện thoại, để gửi mã OTP cho từng giao dịch, nhằm đảm bảo an toàn và bảo mật cho người dùng.
AirPay giữ bí mật thông tin cá nhân khách hàng tốt.
AirPay không sử dụng thông tin cá nhân khách hàng cho các mục đích khác.
AirPay bảo vệ thông tin cá nhân khách hàng khỏi sự truy cập của Hackers.
NHẬN THỨC VỀ ĐỘ BẢO MẬT
Tôi thấy AirPay bảo vệ tốt các giao dịch tài chính tránh khỏi các lỗi (errors) xảy ra trong quá trình sử dụng.
Tôi thấy AirPay bảo mật thanh toán tốt.
Tôi thấy AirPay bảo vệ tốt các giao dịch tài chính khỏi các hành vi thao túng trái phép.
Tôi thấy AirPay bảo vệ tốt tài khoản của tôi khỏi những hành vi truy cập trái phép từ những người không được tôi cho phép. ĐỘ TIN CẬY
Tôi thấy AirPay luôn cung cấp các dịch vụ tài chính đáng tin cậy. Tôi thấy AirPay luôn cung cấp các dịch vụ tài chính an toàn.
AirPay có đủ năng lực và hiệu quả trong việc cung cấp các dịch vụ tài chính.
Tôi tin tưởng sử dụng dịch vụ tài chính trên AirPay. Ý ĐỊNH TIẾP TỤC SỬ DỤNG
Có khả năng tôi sẽ tiếp tục sử dụng dịch vụ tài chính trên AirPay
Tôi có ý định tiếp tục sử dụng dịch vụ thanh toán trên AirPay thay vì ngừng sử dụng.
Tôi có ý định tiếp tục sử dụng dịch vụ thanh toán trên AirPay hơn là sử dụng các phương tiện thanh toán thay thế khác.
Tôi có ý định tiếp tục sử dụng dịch vụ thanh toán trên AirPay trong tương lai.