Analysis of WeChat Pay Based on Technology Acceptance Model

DOI

10.2991/aebmr.k.220405.110How to use a DOI?

Keywords

Behavior Finance; Mobile payments; Cognitive Repositioning; Availability Bias

Abstract

The technology acceptance model (TAM) has been widely adopted for the understanding, analysis and prediction of technology adoption, and it can be extended to many different scenarios. WeChat Pay is the second largest mobile payment service in China, despite that it was originally considered as social networking and messaging app, with perceived values different from payment and financial service app. This paper studies the process of cognitive repositioning of WeChat when it lunched WeChat Pay and used an enhanced version of TAM to investigate the cognitive factors that influenced the repositioning of WeChat’s perceived values. Through using the online questionnaire, the study conducts a survey with 144 samples collected, and finds the perceived availability and perceived affinity of the new value positioning have positive impact on intended behavior. Furthermore, the strength of original positioning is observed to have a negative impact on intended behavior.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Xin Ni Jiang
PY  - 2022
DA  - 2022/04/29
TI  - Analysis of WeChat Pay Based on Technology Acceptance Model
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 668
EP  - 675
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.110
DO  - 10.2991/aebmr.k.220405.110
ID  - Jiang2022
ER  -