An Empirical Study On The Influencing Factors On Continuance Intention Adoption Of Mobile-payment In Cambodia

This dissertation will be ongoing conducted to identify the influencing factors that affect mobile payment service consumers' intention to continue adoption in the future.The author has selected Phnom Penh city which is the only capital of Cambodia.All the respondent will represent the whole population of Cambodian consumers because it's the only city where mobile payment transactions occur.The author has found many prior researches in which factors affect behavioral intention to adopt mobile payment have been investigated.Those researches only focus on pre-adoption factors,so he decided to study on post-adoption factors.Because mobile payment in Cambodia was started to be one of potential sectors in the country,it is worth investigating factors that can keep this platform stay alive.Moreover,people in Cambodia were already step into this technology based method,but the speed of business expansion remain not really quick.The reason could be caused by mobile payment companies themselves who were not successful in keeping consumers to keep using the service again.Therefore,research objectives come up as the following:1]to better address current status of mobile payment market environment in Cambodia,2]to identify influencing factors that affect users' intention to continue using this cashless payment method based on their perspectives and experience,and 3]to apply a better fit theoretical frameworks and models that were developed earlier by other researchers to Cambodian mobile payment context that could be an important source to study about the market.This research was conducted by applying quantitative approach to measure the size of effects of each construct.The questionnaires were designed with five-point Likert scale as the main tools in data collection stage.After questionnaire form was deployed,the author got back 178 qualified questionnaire responses for data processing.This research uses SPSS version 25 in order to do interpret and evaluate size of effects all the constructs.In the finding of the research found majority of respondents were male students at bachelor degree level and single at the age between 18 to 23 years old.The research also found respondent profile from occupation as majority office employees that are using mobile payment in Cambodia;they mostly use mobile payment to spend at cafe&restaurant,online shopping,and malls&supermarket.We also found that mobile payment users at the age from 18 to 23,were influenced by society and internet making them intentionally adopt this payment services.All of the hypothesis developed in the study were confirmed to have theoretical and practical support to previous studies.This study also clearly illustrate perceived enjoyment and perceived risks to be the main influencing factors on users'intention to continuance using mobile payment services which will be found important by researchers,entrepreneurs,and others academics readers.Perceived ease of use was also important to be taken into consideration for its value of effect shown in this research.Strategic managers may also find current study as a key to improve inside-market understandings leading to a better strengthening business performance in this competitive sector.These three constructs mentioned above were obviously the most important in this research study for the effects found to have on continuance intention of using mobile payment in Cambodia.In conclusion,this study found users' payment enjoyment and perceived ease of use had positive effects on behavioral continuance intention to use mobile payment,and perceived risks had a negative impacts.Hence,Cambodian mobile payment users were found to continue using the service if there are more enjoyment tools within mobile payment they have been using.And they are also found to be sensitive to the risks of financial frauds and losses while using mobile payment service;privacy leakage and security were also need to be strengthened by the service providers in order to retain users continuance using.They will also come back to use the service if the platform is convenient to use,easy to understand,clear navigation bar,and less complexity of functions and features.There was also future research limitation and recommendation included in this study.