Analysis of Impact on Reuse Intention of Mobile Payment Service based on UTAUT Model

Purpose - This study aims to find out what factors affect mobile payment reuse based on UTAUT which is known as the most advanced user acceptance model of IT. This study examines the effect of independent variables such as performance expectancy, effort expectancy, social influence, innovation, facilitating conditions, personal mobility, and perceived risk on reuse mobile payment service. Research design, data, and methodology - The proposed hypotheses are validated using the response data collected from the 250 smartphone users in Incheon National University. The collected data are analyzed using SPSS and SEM method. Also, our proposed model contains some independent variables of UTAUT, which are performance expectancy, social influence, facilitating conditions, hedonic motivation and price value. Result - The results of the regression analysis show that all factors have statistically significant effects on the intention to use mobile payment. The independent variables that have the greatest effect on the intention to use mobile payment are performance expectation, social influence, and third promotion condition. Conclusion - We will set up three core independent variables such as performance expectancy, effort expectancy, and social influence, as set out in the UTAUT model, and set assumptions that these variables will affect the reuse of mobile payment services. The three variables, antecedents of these variables, are personal mobility, individual innovation, facilitation and perceived risk. Then, this study is to test the moderating effect of independent variables on intention to reuse by applying the regulatory focus theory.