Factors influencing continued use of mobile easy payment service: an empirical investigation

With the fast dissemination of smartphones, Mobile Payment Service was able to spread widely in a short time. Especially, MEPS, one of the most advanced type of MPS, holds a significant part in the South Korean market. However, most research up to now has focused on the initial use intention. Considering the maturity of the market, previous studies have limits on interpreting the current market situation. In order to reflect the current status and predict the future market, we considered the continuous use intention. To do this, we adopted the VAM and conducted a survey on users who have used MEPS. Based on 182 respondents, this study empirically tests the research model using a structural equation model. We examined that all of the benefit side variables have impact on users' perceived value and the perceived value has impact on the intention of continued use. However, none of the variables regarding sacrifice has impact. This study argued that because consumers only tend to pay attention to the expected benefits of the MEPS, and not its potential disadvantages, managers need to focus on how to offer greater benefits to consumers. Also, we believe that targeting users with high personal innovativeness will be helpful on the diffusion of MEPS.