ABSTRACT

WITH THE RAPID EXPANSION OF MOBILE E-COMMERCE, AN INCREASING NUMBER OF BUSINESSES HAVE JUMPED INTO THE FRAY IN ALL FACETS OF THE MOBILE ELECTRIC COMMERCE INDUSTRY CHAIN. THE PAYMENT LINK IS THE MOST COMPETITIVE. FROM THE NORM IN THE SECTOR TO THE CONSUMER MARKET, TELECOM OPERATOR RIVALRY, AS WELL AS THIRD-PARTY PAYMENT BETWEEN DIFFERENT COMPANIES, NEVER CEASES. IN THE CONTEXT OF MOBILE E-COMMERCE, HOWEVER, COMPETITION HAS SHIFTED FROM TRADITIONAL PRODUCT-CENTERED TO CUSTOMER- CENTERED, AND BUSINESS SUCCESS FREQUENTLY RESTS ON THE CUSTOMER. AS A RESULT, THE COMPETITION IN THE MOBILE E-COMMERCE PAYMENT INDUSTRY IS ESSENTIALLY ABOUT COMPETING FOR USERS. MPAY IS CHARACTERISTIC OF MOBILE E-COMMERCE PAYMENT FIRM REPRESENTATIVES; ON THE BASIS OF THEORETICAL ANALYSIS, COMBINED WITH THE REALITY OF THE ECONOMIC BACKGROUND, THE STUDY CHOSE MPAY MOBILE PAYMENT USERS AS RESEARCH SUBJECTS AND ANALYZED THE MAJOR VARIABLES OF USER ACCEPTABILITY. THE MODEL WAS BUILT ON THE BASIS OF AN EXTENSIVE EVALUATION OF PAST RESEARCH RESULTS OF USER ACCEPTANCE MODEL AND REFERENCE TO UTAUT MODEL. THE MODEL CONSIDERED PERFORMANCE EXPECTANCY, EFFORT EXPECTANCY, AND SOCIAL INFLUENCE, FACILITATING CONDITION AS INDEPENDENT VARIABLES DETERMINING USER BEHAVIOR INTENTION, BASED ON THE CONCEPTUAL MODEL, THE PAPER CONDUCTED AN EMPIRICAL INVESTIGATION AS A CASE STUDY OF A MPAY MOBILE PAYMENT USER USING DATA FROM A QUESTIONNAIRE, WHILE ALSO CONDUCTING A SEPARATE DISCUSSION OF THE IMPACT OF PERCEIVED RISK AND TRUST ON USER ACCEPTANCE. THE EMPIRICAL RESULTS INDICATE THAT FOR MOBILE PAYMENT USERS, PERFORMANCE EXPECTANCY HAS THE GREATEST POSITIVE EFFECT ON BEHAVIOR INTENTION, WHILE FACILITATING CONDITIONS, SOCIAL INFLUENCE, PERCEIVED RISK, EFFORT EXPECTANCY, AND TRUST HAVE NO EFFECT. IN ADDITION, GENDER AND AGE WERE DISCOVERED TO INFLUENCE USER ACCEPTANCE