The Roles of Personal Innovation and Task Technology Fit in Mobile Payment Retention

Abstract

Purpose – This research aims to investigate the continuance intention of mobile payment services in Thailand based on the perceived innovativeness (PI) and task-technology fit (TTF) theories. The high attrition rate of mobile payment services in the market and lack of studies exploring the effect of personal attributes on continuance intention motivate the research.

Design/Methodology/Approach – 544 Thai mobile payment users were surveyed. Relationships between mobile technology skills, perceived usefulness of mobile payment services, perceived ease of use, PI, TTF, and continuance intention were analyzed using structural equation modeling (SEM).

Findings – The results indicate that perceived usefulness is the primary antecedent for TTF. Both TTF and PI were also found to have a significantly positive effect on the increase of continuance intention to use mobile payment services. Moreover, PI was found to have a strong negative moderating effect on the relationship between perceived task-technology fit and the continuance intention of using mobile payment services.

Research Implications – The findings provide important insights for mobile payment service providers on how to effectively target users and increase the intention to continue using mobile payment services.

Keywords: continuance intention, mobile payment, personal innovativeness, task-technology fit

JEL Classification: M15, M31, O14, O33