A comprehensive model integrating UTAUT and ECM with espoused cultural values for investigating users' continuance intention of using mobile payment
Mobile payment (M payment) as an emerging financial transaction method has been widely adopted in various contexts. In order to investigate the significance factors and espoused cultural moderators impacting users' M payment continuance usage intention in China, this study proposes a comprehensive model integrating Unified Theory of Acceptance and Use of Technology (UTAUT) and Expectancy Confirmation Model (ECM) with trust variable espoused by Hofstede's cultural value to investigate factors affecting users' continuance intention of using M payment. In addition, based on the proposed model, researchers can more accurately explain user' behavior not only corresponding technological perceptions, but also mental expectations and espoused cultural values for various technology continuance acceptance under different cultural background.