The continuance usage intention of Alipay: Integrating context-awareness and technology continuance theory (TCT)
ISSN: 0888-045X
Article publication date: 17 September 2019
Issue publication date: 20 September 2019
Abstract
Purpose
The purpose of this paper is to examine the continuance intention of Alipay by proposing an integrated model. This paper highlights how the capacity of providing context-based information to the users plays significant role in determining the continuance intention of mobile payment like Alipay.
Design/methodology/approach
Data are collected from 336 Alipay users from Wuhan, P.R. China. To analyze the data, the authors apply structural equation modeling approach. Also, the authors perform importance-performance map analysis (IPMA) to identify the critical factors in explaining the continuance intention of Alipay.
Findings
The results of the study reveal that confirmation and perceived usefulness significantly influence the continuance intention of Alipay through satisfaction. Also, perceived usefulness, satisfaction, context and ubiquity have direct impact on the continuance intention of Alipay through attitude. According to IPMA, perceived ease of use, confirmation and context require special managerial consideration to improve their performance.
Originality/value
This research has proposed and validated an integrated model by incorporating context-awareness theory and technology continuance theory. This study provides significant insights that can assist respective decision-makers to formulate/adjust their strategies related to the retention of the existing users of mobile payment like Alipay.
Keywords
Citation
Khayer, A. and Bao, Y. (2020), "The continuance usage intention of Alipay: Integrating context-awareness and technology continuance theory (TCT)", The Bottom Line, Vol. 32 No. 3, pp. 211-229. https://doi.org/10.1108/BL-07-2019-0097
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited