AN EXAMINATION OF FACTORS AFFECTING CONTINUANCE USAGE INTENTION OF AIRPAY e WALLET APPLICATION IN HO CHI MINH CITY

Background

In the information age, technology gadgets like smartphones, laptops, and tablets have become increasingly popular for Internet access In Vietnam, 72% of the population owned a smartphone in 2018, with 68% using these devices to go online, and 25% accessing the Internet daily via mobile A 2019 PricewaterhouseCoopers survey revealed a significant rise in mobile payment usage, increasing from 37% in 2018 to 61% in 2019, the highest growth rate among six Southeast Asian countries The State Bank of Vietnam reported that in 2020, mobile payment transactions reached approximately 918.8 million, totaling nearly 9.6 million billion VND, marking a 123.9% increase in volume and 125.4% in value compared to 2019 Additionally, the digital payment market revenue in 2020 grew by 14.2% year-on-year.

$ 8,904 million; the number of users also increased up to 36.2 million, up 12.1% against last year This fact indicates that Vietnam is a potential market for mobile payment service providers.

Digital payments have emerged as a convenient and secure alternative to cash transactions, with electronic wallets (e-wallets) gaining popularity among Vietnamese consumers in recent years An e-wallet functions as a digital version of a physical wallet, enabling users to conduct various financial transactions, including sending and receiving money, paying utility bills, and making online purchases, all without the need for cash or physical payment cards This digital solution allows users to manage their finances effortlessly at any time by depositing funds into their e-wallet accounts.

Download the TIEU LUAN MOI by contacting skknchat123@gmail.com Digital wallets facilitate online transactions through various channels, such as customer-to-business (C2B), customer-to-customer (C2C), and customer-to-machine interactions (Shin, 2009; Phuong et al., 2020) An e-wallet serves as a secure personal repository for user information, ensuring transaction safety as required by service providers (Chawla).

According to Widodo et al (2019), e-wallets are recognized as efficient payment solutions that facilitate the growth of a cashless society Hutami (2019) emphasizes that by offering user-friendly and convenient systems, e-wallets can successfully encourage customers to adopt non-cash payment methods.

The rise of e-wallets in Vietnam, such as Momo, AirPay, and ZaloPay, has significantly popularized mobile payments, with the State Bank of Vietnam licensing 35 organizations for e-wallet services in 2020 This modern payment method allows users to conduct secure financial transactions via smartphones, addressing concerns about personal information security The rapid growth of Vietnam's economy, coupled with the Covid-19 pandemic, has accelerated the demand for digital financial services, leading to a surge in non-cash payments through internet banking and e-wallets Government measures like social distancing have further encouraged the adoption of digital transactions to minimize health risks, thereby promoting the trend towards a cashless society in Vietnam.

AirPay

AirPay is a mobile e-wallet application created by AirPay Joint Stock Company, which received its license from the State Bank of Vietnam in December 2015 to offer payment intermediary services Adhering to the PCI DSS (Payment Card Industry Data Security Standard), AirPay ensures robust security measures to prevent data breaches and protect user information.

TIEU LUAN MOI offers seamless integration with 21 domestic banks, enabling users to effortlessly deposit and withdraw funds from their bank accounts to their e-wallets anytime and anywhere The AirPay application provides a range of free electronic services, including phone top-ups, money transfers, utility bill payments, and insurance payments Additionally, AirPay enhances its offerings by collaborating with major partners, creating a diverse ecosystem for users.

AirPay has established significant partnerships with leading platforms like Shopee and Now.vn, which are among the most visited e-commerce and delivery services in Vietnam By offering enticing promotions such as freeship codes, vouchers, and discounts for payments made through AirPay, these collaborations have propelled AirPay's user acquisition and market share growth As a result, AirPay has quickly become one of the most recognized e-wallet applications in the country, enhancing its brand awareness through these strategic alliances.

Figure 1: 21 Banks linking to AirPay e-wallet app.

TIEU LUAN MOI download : skknchat123@gmail.com

Figure 2: Affiliated services and online payment portals of AirPay.

Problem statement

Electronic wallet service providers are focusing on expanding their payment networks by partnering with more retail points to gain a competitive edge While the rapid growth of digital wallets has attracted significant user interest, retaining customers and ensuring their continued usage remains a major challenge for these providers As highlighted by Zhou (2013), customer retention and ongoing usage are critical objectives for organizations in the mobile payment sector Although numerous studies have explored the factors affecting mobile payment continuance usage intention, there is a lack of research specifically addressing this issue within the context of Vietnam, where mobile wallets have only recently gained popularity.

Four years ago, a significant number of people in Vietnam preferred cash payments due to a lack of confidence in online transaction services and mobile payments Concerns about technical errors, unstable internet connections, and security risks led many to hesitate in adopting these electronic financial transactions (Ryu, 2018) To foster customer trust and enhance loyalty, AirPay must address these issues seriously and implement effective solutions to improve users' attitudes towards digital payment methods.

The burgeoning mobile payment market in Vietnam has intensified competition, attracting numerous new service providers As reported by IDC, e-wallets are projected to flourish between 2022 and 2030, particularly among younger generations who prefer smartphone transactions To capitalize on this trend, businesses must adapt their strategies to meet the evolving demands of consumers.

To remain competitive, service providers continually enhance their payment systems to attract and retain customers E-wallets face intense competition, necessitating significant investment in promotions and diverse services, such as hotel and utility payments, finance and insurance transactions, as well as offering free gifts and discounts Many consumers initially register for e-wallets to take advantage of enticing incentives aimed at first-time users, leading to a tendency to switch to other applications that offer better promotions This competitive landscape presents a significant challenge for AirPay.

AirPay benefits from being part of the robust SEA Group ecosystem, which includes Shopee and Now, allowing users to make online payments on these platforms with enticing discounts and vouchers This strategic advantage has contributed to AirPay generating trillions in revenue in recent years; however, its profits remain relatively modest, with figures of 10 billion in 2018 and 14 billion in 2019, reflecting a significant decline from the performance in 2016 and 2017 Additionally, Shopee stands out as the largest e-commerce site in the region.

AirPay has gained brand recognition by surpassing competitors like Tiki and Lazada; however, its current user base remains lower than major players such as Momo, ZaloPay, and ViettelPay While Shopee users enjoy diverse payment options, including COD, credit cards, and Internet Banking, AirPay lacks distinct advantages Additionally, e-commerce platforms like Tiki, Lazada, and Sendo offer alternative e-wallets, further complicating AirPay's competitive landscape To enhance customer retention and market share, AirPay must develop a more robust payment system and introduce innovative features that attract both users and partners.

Research Objective

This study aims to identify effective strategies for retaining customers at AirPay by analyzing the factors influencing users' intentions to continue using an e-wallet Specifically, the research focuses on understanding the antecedents that drive user loyalty and sustained engagement with the platform.

• To identify factors affecting users' continuance intention on using AirPay e-wallet.

• To identify the direct and indirect impact of these factors on customers' continuance intention toward AirPay e-wallet usage.

• To provide helpful recommendations for AirPay to improve its customer retention strategies.

Research Question

The major questions set in this research are:

• What are factors affecting users' continuance intention on using AirPay e-wallet?

• How do these factors influence continuance usage intention toward AirPay e- wallet?

• What are major recommendations to improve customer retention strategies for AirPay?

Significance and Implications

This study aimed to identify the antecedents of continuance usage intention toward AirPay and clarify their influence on this intention It introduced the concept of perceived benefit as a new factor in the academic discourse The findings offer valuable insights for AirPay to enhance its marketing strategies, foster customer loyalty, attract new users, and boost competitiveness to expand market share Additionally, the analysis suggests that AirPay can improve its platform design and service system to enhance user trust and experience while minimizing risks associated with online transactions This research serves as a useful reference for other mobile payment service providers in Vietnam.

Technology Acceptance Model (TAM) Theory

The Technology Acceptance Model (TAM) is a prominent conceptual framework in digital system research, initially designed to understand employee behavior towards new technology adoption in organizations According to Zhang et al (2015), TAM illustrates how customer behavior evolves in response to technology The model identifies two key determinants influencing customers' intentions to accept or reject new IT systems: perceived usefulness (PU) and perceived ease of use (PEOU) Narahdita, Aisjah, & Kusniyah (2020) emphasize that these factors are crucial in explaining technology adoption, with perceived usefulness indicating the degree to which customers find a technology beneficial, and perceived ease of use reflecting how simple users believe the technology is to learn, as noted by Davis.

Kesharwani and Bisht (2012) highlighted that perceived benefit encapsulates the core functions of the Technology Acceptance Model (TAM) by integrating perceived usefulness and perceived ease of use Consequently, this study proposes to merge these two essential components of TAM into a single new factor termed perceived benefit.

Main Related Research and Model

Continuance usage intention refers to customers' willingness to keep using a product or service (Darmiasih & Setiawan, 2020) According to Nabavi et al (2016), it is the decision made by users to persist in utilizing a specific information technology that they have previously accepted In today's digital era, electronic payment systems are increasingly gaining popularity and adoption in countries worldwide.

In a study conducted in Denpasar, Indonesia, Darmiasih & Setiawan (2020) explored the factors influencing users' intention to continue using the OVO e-wallet Utilizing a survey of 139 participants and applying structural equation modeling (SEM) with a partial least square approach, the findings revealed that perceived privacy and perceived security significantly enhance trust, which in turn strongly affects users' continuance intention While information quality positively impacts trust, it does not directly influence customers' intention to continue using the service Overall, trust emerged as a crucial element in fostering ongoing usage of the OVO e-wallet.

In Vietnam, Phuong et al (2020) explored the factors influencing customers' intention to continue using mobile wallets by integrating the TAM, TAM2, and UTAUT models The study identified five key factors: situational normality, mobile application quality, familiarity, feedback mechanisms, and payment security Data was collected from 276 respondents in Ho Chi Minh City, and analyzed using partial least squares structural equation modeling (PLS-SEM) The results revealed that situational normality positively influences perceived ease-of-use (PEOU), while mobile application quality and familiarity enhance both PEOU and perceived usefulness (PU) Furthermore, PEOU and PU significantly contribute to customer satisfaction, and both feedback mechanisms and payment security positively impact user trust Ultimately, the research confirmed that trust and satisfaction significantly influence the continued use of e-wallets.

In addition to the variables proposed by the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), various other factors can significantly influence users' intention to continue using a service Notably, social influences and service quality play crucial roles in shaping this intention, as highlighted in recent studies (Raihan & Rachmawati, 2019).

This research builds upon the model proposed by Darmiasih and Setiawan (2020) by incorporating a new factor: perceived benefit Despite the rapid advancement of e-wallets in Vietnam, cash payment habits remain prevalent among consumers This study aims to explore the impact of information quality and perceived benefits on the adoption of e-wallets in this emerging market.

The increasing popularity of digital wallets in Vietnam is driven not only by their practical utility but also by enticing promotions such as cashback rewards, vouchers, discounts, and free gifts Despite this, the impact of perceived benefits on users' continued engagement with these wallets has not been thoroughly examined in prior studies within the Vietnamese context Consequently, further research is needed to explore the significance of perceived benefits in influencing users' intentions to continue using digital wallets in Vietnam.

Figure 3: The mode applied in the study of Made Darmiasih and Putu Yudi

Perceived Benefit

The Technology Acceptance Model (TAM) illustrates how customer behavior evolves regarding technology adoption, focusing on two key elements: perceived usefulness (PU) and perceived ease of use (PEOU) (Zhang et al., 2015; Kaouther, 2016) These elements serve as the foundation for understanding why customers choose to adopt technology (Narahdita, Aisjah, & Kusniyah, 2020) Research by Kesharwani and Bisht (2012) suggests that perceived benefits, which combine PU and PEOU, play a crucial role in the TAM framework Customers prioritize the utilities and advantages of online services, such as convenience, discounts, and fast service, making perceived benefits a significant factor influencing their attitudes and intentions toward using internet banking services (Chaniotakis & Lymperopoulos).

2006) The perceived benefit is general defined as total benefits that fulfill the needs and expectation of customers (Wu, 2003) According to

According to Narahdita, Aisjah, and Kusniyah (2020), perceived benefits encompass the advantages customers experience while using a device Li (2016) further emphasizes that customers are drawn to technology not only for its practical utility but also for its psychological impact This aligns with Zhang et al (2013), who highlight that in online environments, perceived benefits are typically evaluated through two lenses: utilitarian and hedonic benefits, the latter relating to emotional responses Ozturk et al (2016) demonstrated that both utilitarian and hedonic factors significantly influence users' intentions to continue using mobile hotel booking technology.

In Vietnam's emerging market, while e-wallets are gaining popularity, cash remains the dominant payment method Many users view e-wallets primarily as a means to access attractive promotions such as cashback, discounts, and vouchers The perceived benefits of these services significantly influence user trust and their intention to continue using e-wallets Service providers that focus on meeting customer needs, enhancing value, and improving user experience can foster greater trust and encourage ongoing usage of their e-wallet services.

H1: Perceive benefit positively affects customers' continuance usage intention.

H2: Perceive benefit positively affects trust.

Information Quality

Information quality encompasses the reliability, accuracy, completeness, timeliness, and appropriateness of data, significantly influencing user trust It reflects the competence and honesty of information providers, which are crucial elements of trust For example, when users pay utility bills through their e-wallet accounts, they often seek to verify the information and electronic bills associated with these transactions If the information provided is incorrect, irrelevant, or insufficient, customers may question the competence and integrity of the service providers.

Mobile payment services often face skepticism from users who find them unhelpful in daily life High-quality information is crucial in mitigating risks associated with online transactions and enhancing user experiences According to Zhou (2013), poor information quality can detract from customer experiences with electronic services, as users may need to spend extra time verifying details Thus, improving information quality is essential for building initial trust in mobile payment services Providers should focus on enhancing their applications to deliver information effectively and usefully (Talwar et al., 2020) Numerous studies have confirmed that high information quality positively impacts user trust (Gao et al., 2015; McKnight et al., 2017; Ofori et al., 2017; Darmiasih & Setiawan, 2020).

The quality of information plays a crucial role in influencing customers' intention to continue using services, significantly affecting customer satisfaction and perceived benefits (Zheng et al., 2013) While some studies suggest that information quality does not consistently enhance users' continuous usage intentions (Nelloh et al., 2019; Darmiasih & Setiawan, 2020), research by Kim et al (2008) indicates a significant positive impact of information quality on this intention This conflicting evidence highlights the need for further investigation into the effects of information quality on the continued use of e-financial services, particularly within the context of Vietnam.

H3: Information quality positively affects customers' continuance usage intention.

H4: Information quality positively affects trust.

Perceived privacy protection and Perceived security protection

Customers frequently express concerns about online payment services due to privacy protection and transaction security issues As Mekovec and Hutinski (2012) note, privacy involves the identifiable user data and users' rights to control their information, while security encompasses the safeguards necessary to maintain data confidentiality Although privacy and security are closely interconnected, they are often viewed as distinct aspects in practice.

In this study, the author distinguishes between perceived privacy protection and perceived security protection as two distinct variables, aiming to investigate their individual impacts on users' intentions to continue using a service (Mekovec & Hutinski, 2012).

Perceived privacy is the self-assessed state of individuals regarding the limited access external agents have to their personal information (Dinev et al., 2013) Users' belief in service providers' ability to protect their personal and transaction information from unauthorized access significantly influences their willingness to adopt e-wallets for online transactions Research indicates that perceived privacy affects users' attitudes and intentions toward mobile payment usage and their decisions to share personal information with providers (Balapour et al., 2019) As concerns about personal information protection grow, users recognize the risks associated with sensitive data disclosure, such as scams and unauthorized debit card use Privacy and security issues are major barriers to adopting financial technology, as they heavily impact user trust (Stewart & Jürjens, 2018) Furthermore, studies have shown that perceived privacy protection positively influences user trust (Fatikasari, 2018; Ofori et al., 2017).

Perceived privacy protection significantly enhances customer trust, which in turn fosters their intention to continue using electronic payment systems (Kotte, 2015) Systems that prioritize privacy measures instill a sense of security and trust in customers, thereby encouraging ongoing usage Research by Trivedi and Yadav (2018) further supports the notion that effective privacy protection positively impacts customers' intention to continue using these services.

A study conducted in 2019 revealed that privacy protection does not significantly affect users' intentions to continue using a service This finding suggests the need for further investigation into the impact of perceived privacy protection, leading to the formulation of new hypotheses for future research.

H5: Perceived privacy protection positively affects customers' continuance usage intention.

H6: Perceived privacy protection positively affects trust.

In mobile payment services, perceived security is defined as the user’s belief in the protection of financial and personal information during transactions (Hartono et al., 2014; Khalilzadeh et al., 2017; Fan et al., 2018; Zhang et al., 2019) Research indicates that privacy and security are crucial for electronic financial services (Cheng et al., 2006) Customers and service providers face risks such as hacker attacks and malware, necessitating stringent data security measures (Wang et al., 2016) The perceived security of a service influences customer attitudes and trust, as users are more likely to adopt electronic services that demonstrate strong security protocols (Gupta & Dubey, 2016) Studies show that perceived security significantly enhances user trust in mobile banking (Susanto et al., 2016; Fatikasari, 2018; Nelloh et al., 2019; Darmiasih & Setiawan, 2020), although some research suggests it may not always have a significant impact on trust (Putri, 2016).

Perceived security protection significantly influences users' intention to continue using electronic payment services When individuals trust that a payment system has robust security measures, they are more likely to prefer it over unfamiliar alternatives Numerous studies, including those by Nelloh et al (2019) and Darmiasih & Setiawan (2020), have confirmed the positive impact of perceived security on customers' continuance intention However, contrasting findings from researchers like Kim et al (2019) and Tanjung (2019) suggest that there may not be a direct correlation This discrepancy highlights the need for further investigation into how perceived security affects usage intentions.

TIEU LUAN MOI download : skknchat123@gmail.com security protection factor on users’ trust and continuance intention Thus, the author suggests the following hypotheses:

H7: Perceived security protection positively affects customers' continuance usage intention.

H8: Perceived security protection positively affects trust.

Trust

Trust is defined as an individual's confidence in the goodness, safety, and reliability of someone or something, ensuring they will not cause harm According to Li (2016), trust encompasses customers' perceptions of a provider's ability to protect personal information in line with their expectations, especially in uncertain situations Zahedi & Song (2008) identify three essential components of trust: ability, honesty, and benevolence Ability refers to the belief in a provider's competence to enhance products and services to meet customer needs Honesty entails customers' confidence that providers will not deceive them and will uphold their commitments Benevolence signifies that providers genuinely care for their users and prioritize their best interests By focusing on these three dimensions, service providers can effectively build and strengthen customer trust.

User trust is a crucial element in mobile commerce, significantly influencing customer participation in online transactions (Shaw, 2014) As noted by Logan (2000), trust develops through a sustainable and successful relationship between clients and providers, playing a vital role in fostering long-term service relationships Higher levels of user confidence correlate with increased engagement in electronic transactions, suggesting that trust enhances the likelihood of customers utilizing mobile payment systems (Rofiq, 2007; Duane et al., 2014; Xin et al., 2015; Dastan).

Trust plays a crucial role in driving brand loyalty, as customers are more likely to repeatedly use and purchase products or services they perceive as good, safe, and reliable However, the potential risks and uncertainties associated with mobile payment systems can affect users' intentions to continue using these services Therefore, establishing and nurturing customer trust is essential for encouraging ongoing usage and fostering loyalty.

Trust in mobile payment systems significantly enhances the likelihood of users maintaining a long-term relationship with their service providers, ultimately improving their intention to continue using these services (Belanche et al., 2014) When customers feel secure in their transactions, they are less inclined to switch to alternative services Research by Zhou (2018) suggests that users are more likely to adopt digital wallets for daily payments when they trust these electronic systems Numerous studies have consistently demonstrated the positive impact of trust on users' intentions to persist in using e-wallets (Darmiasih & Setiawan, 2020; Ofori et al., 2017; Zhou et al., 2018; Nelloh et al., 2019; Phuong et al., 2020) Thus, it can be concluded that fostering trust is crucial for encouraging customers' continued usage intentions.

H9: Trust positively affects customers' continuance usage intention.

Table 1: Summaries of Main Constructs

Research Model and Hypotheses

This study adapts the model from Made Darmiasih and Putu Yudi Setiawan (2020), incorporating an additional factor, perceived benefit Consequently, the model now comprises four independent variables.

(1) perceived benefit, (2) information quality, (3) perceived privacy protection, (4) perceived security protection; (5) trust and (6) continuance intention are dependent variables The proposed model is provided in Figure 4.

Based on above discussions, there are nine main hypotheses are proposed in the model of study:

H1: Perceive benefit positively affects customers' continuance usage intention.

H2: Perceive benefit positively affects trust.

H3: Information quality positively affects customers' continuance usage intention. H4: Information quality positively affects trust.

H5: Perceived privacy protection positively affects customers' continuance usage intention.

H6: Perceived privacy protection positively affects trust.

H7: Perceived security protection positively affects customers' continuance usage intention.

H8: Perceived security protection positively affects trust.

H9: Trust positively affects customers' continuance usage intention.

Research Process

The process of research conduction as following:

Research Methodology

Based on a comprehensive literature review, a conceptual model and hypotheses were developed to explore the causal relationships among perceived benefit, information quality, perceived privacy protection, perceived security protection, and continuance usage intention This study utilized a quantitative approach to numerically and mathematically analyze these relationships, aiming to generalize the findings To gather data on customer experiences with digital wallet usage, a questionnaire was employed, which, despite its potential length deterring some participants, ultimately yielded a high response rate and a substantial amount of useful data for analysis and statistical evaluation.

Questionnaire Design

A survey questionnaire was designed to assess the factors influencing the continued usage intention of AirPay users It comprised two distinct sections, beginning with two screening questions aimed at identifying respondents who have utilized the AirPay e-wallet and reside in Ho Chi Minh City.

The initial section of the study focused on variables outlined in the research model, which included users' continuance intention, trust, perceived privacy protection, information quality, perceived benefit, and perceived security protection (refer to Table 2) A 5-point Likert scale, established by Likert in 1932, was employed to structure this part of the survey, with responses ranging from 1 to 5.

5, namely, 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly

The second section aimed to gather demographic information from respondents, such as sex, age, educational level, and income According to Alafeef (2012), demographic factors significantly influence users' adoption of mobile payment systems.

In online surveys, the researcher and the respondent cannot directly interact together; therefore, the author made a pilot test to review and modify unclear questions.

A pilot survey involving 30 respondents was conducted to identify potential issues within the questionnaire, including confusing terminology, ambiguous concepts, and duplicate questions This initial testing aimed to enhance the questionnaire's effectiveness in gathering accurate official data.

PB1 I find it convenient to use payment services on

PB2 AirPay provides services quickly and

I enjoy many financial benefits when paying al (2010)

PB3 via AirPay (such as discounts, refunds, freeship codes on Shopee )

I think that using AirPay helps me save

PB4 transaction fees (e.g., AirPay lets me transfer money for free)

INF1 AirPay provides me with information that suits my needs

INF2 AirPay provides me with sufficient information Zhou (2013);

Darmiasih & Quality AirPay provides me with information that is

INF4 AirPay provides me with accurate information

INF5 AirPay provides me with up-to-date information

I understand the use of personal data

PRI1 collection of AirPay (for example, AirPay requires customers to provide a phone number to send OTP code for each transaction)

Darmiasih & AirPay keeps the customer's personal

AirPay does not use the customer's personal

PRI3 information for other purposes

PRI4 AirPay protects the customer's personal information from Hackers' access

I find that Airpay has good protection on the

SEC1 financial transaction in order to avoid errors during the operational processPerceived SEC2 I find that AirPay has a good payment security Darmiasih &

I find that AirPay well protects financial Setiawan Protection SEC3 transactions from unauthorized manipulation (2020) (SEC)

I find that AirPay well protects my account

SEC4 from unauthorized access by people without my permission

TRU1 I find that AirPay provides reliable financial services

I find that AirPay provides secure financial

Trust (TRU) (2020); Kim et al (2009); Yu AirPay is capable and efficient in providing

TRU4 I trust using financial services on AirPay

CI1 There is a possibility that I will continue to use financial services on AirPay.

CI2 I intend to continue using the payment service

Darmiasih & on AirPay instead of discontinuing it.

I intend to continue using the payment service (2020);

CI3 on AirPay rather than using alternative means

CI4 I intend to continue using the payment service on AirPay in the future.

Sampling Method and Data Collection

The research aimed to identify the factors influencing users' intention to continue using AirPay, an e-wallet service in Ho Chi Minh City Utilizing convenience sampling, a non-probability method, the study addressed limitations related to time, cost, and sample availability The adequacy of the sample size was evaluated on a scale where 50 is very poor, 100 is poor, 200 is fair, 300 is good, 500 is very good, and over 1000 is excellent.

(Comfrey & Lee, 1992) The sample size of the research is adapted from this recommendation with an intended of approximately 300 respondents.

The target respondents of this research included people who have used AirPay e- wallet application and live in Ho Chi Minh City Respondents are in different groups of

The TIEU LUAN MOI can be downloaded by contacting skknchat123@gmail.com The survey targets a diverse group, including university students, office employees, and unskilled workers To ensure accessibility for respondents, the questionnaire was translated into Vietnamese prior to distribution.

The primary data was collected through an online survey form because it enables the researcher to approach a large range of people, collect data in a limited time (Nguyen

In light of the COVID-19 pandemic, conducting an online survey proved to be a safer and more cost-effective method compared to traditional paper surveys Respondents were recruited via Gmail and popular social media platforms, including Facebook, Instagram, Zalo, and Messenger The survey was carried out from April to May 2021, resulting in 301 valid responses, which were deemed acceptable for subsequent analysis in the research process.

Data Analysis Techniques

This research utilizes two primary software tools for data analysis: SPSS Statistics 22.0 and SmartPLS 3.0 Initially, SPSS 22.0 will be employed to conduct preliminary data screening and descriptive analysis on all valid responses obtained from the data collection process.

The proposed model will be tested using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS 3.0 software, a widely utilized approach across various sectors such as electronic wallet services, mobile shopping, and internet banking The analysis will involve two sub-models: the measurement model and the structural model.

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Demographic Information

A study conducted by Alafeef (2012) demonstrated the impact of demographic factors on mobile payment usage This research analyzed demographic data from 301 valid respondents, focusing on key variables such as gender, age, occupation, education level, and monthly income.

The study involved 301 participants, comprising 158 women (52.5%) and 143 men (47.5%) Findings indicate that women are more likely to use the AirPay e-wallet compared to men, which may be attributed to their preference for online services on e-commerce and delivery platforms like Shopee and NowFood, key partners of AirPay However, these usage rates may not fully represent the actual gender differences in AirPay usage due to various external factors affecting the survey population.

The study involved 301 participants across various age groups, revealing that 84.1% (253 individuals) fall within the 18-35 age range, making them the predominant demographic for the AirPay system Only 13.3% of respondents are aged 35-50, while 2% are under 18, and a mere 0.7% are over 50 This data highlights that the younger generation is the primary customer segment, characterized by their adaptability to new technology and a willingness to embrace innovative products and services as their preferences evolve.

A survey revealed that 80.1% of respondents are undergraduates, while 8% are graduates, 7.6% are college students, and 4.3% are high school students This indicates that users of AirPay's financial services come from diverse educational backgrounds, demonstrating that educational attainment does not hinder the ability to utilize the AirPay e-wallet Consequently, individuals at all educational levels can effectively engage with new technology and financial services via smartphones.

Table 5: Distribution of Educational Level

An occupational survey of AirPay e-wallet users reveals that 42.5% are office workers, while an equal 42.5% are students across various educational levels, including high school, undergraduate, and postgraduate Additionally, 10.3% of respondents identify as unskilled workers, and 7.6% are engaged in other careers This data is crucial for understanding the customer segments utilizing the AirPay e-wallet.

The survey aimed to assess participants' monthly income rather than just their salary, acknowledging that individuals may have multiple income sources According to Table 7, respondents' monthly income falls into four categories: under 3 million VND, 3-7 million VND, 8-20 million VND, and above 20 million VND The findings indicate that 31.6% of participants earn between 8-20 million VND monthly, while 25.2% earn less than 3 million VND, 23.9% earn between 3-7 million VND, and 19.3% earn above 20 million VND.

The TIEU LUAN MOI can be downloaded at skknchat123@gmail.com, revealing that users with incomes exceeding 20 million VND are increasingly utilizing the AirPay e-wallet Data indicates that individuals across diverse income levels are adopting this digital payment solution.

Descriptive Statistic

This section utilizes descriptive statistics to provide an overview of the collected data, focusing on key measures such as minimum, mean, maximum, and standard deviation The descriptive statistics table summarizes the characteristics of six important variables: perceived benefit, information quality, perceived privacy protection, perceived security protection, trust, and continuance intention.

A five-point Likert scale was applied to this study that ranges from 1 to 5 points.

Table 8 presents the descriptive statistics for perceived benefits, with mean values for items PB1, PB2, PB3, and PB4 ranging from 3.98 to 4.12 Notably, PB2 has the highest mean at 4.12, followed closely by PB1 at 4.09, while PB3 and PB4 both average around 3.98 This suggests that respondents generally agree on the efficiency and quality of benefits offered by AirPay Additionally, the standard deviation values, ranging from 0.821 to 0.854, indicate minimal variation in responses, reflecting a consensus among participants regarding the perceived benefits.

Table 8: Descriptive statistics of Perceived benefit

The assessment of user attitudes toward information quality is based on five items (INF1, INF2, INF3, INF4, INF5), with mean values ranging from 3.86 to 3.93, as shown in Table 9 Notably, INF5 and INF3 received the highest ratings, with means of 3.93 and 3.91, respectively, while the other items averaged around 3.86 This indicates that participants generally express satisfaction with the information characteristics provided by AirPay Furthermore, the standard deviations for these items, ranging from 0.781 to 0.923, suggest minimal variation in responses.

Table 9: Descriptive statistic of Information quality

Table 10 reveals that the mean values for the four items PRI1, PR2, PR3, and PR4 range from 3.85 to 4.21 Notably, PR1 has the highest mean at 4.21, with a standard deviation of 0.819, suggesting that most respondents strongly agree with the statement, "I understand the use of personal data collection of AirPay." Additionally, the mean values for PR2, PR3, and PR4 fall between 3.85 and 3.91, accompanied by standard deviations ranging from 8.41 to 8.898, indicating that participants generally agree with the concepts presented in these questions.

Table 10: Descriptive statistics of Perceived privacy protection

Table 11 presents the descriptive statistics for perceived security protection, revealing that the mean values for SEC1, SEC2, SEC3, and SEC4 range from 3.86 to 3.99 This indicates a general satisfaction among respondents regarding the security features of AirPay Additionally, the standard deviations for these items, which range from 0.847 to 0.881, suggest minimal variation in the responses.

Table 11: Descriptive statistics of Perceived security protection

The assessment of customer trust in AirPay's financial services is based on four items: TRU1, TRU2, TRU3, and TRU4 According to Table 12, these items have mean values between 3.85 and 4.05, with standard deviations ranging from 0.775 to 0.872 This data suggests that a majority of respondents exhibit a relatively high level of trust in AirPay's services, with minimal variation in their responses across the items.

Table 12: Descriptive statistics of Trust

The means of CI1, CI2, and CI4 are all above 4.0, specifically 4.06, 4.07, and 4.17, indicating strong participant agreement on continuing to use AirPay In contrast, CI3 has a mean of 3.7, which, despite being lower, still suggests a general tendency towards agreement among participants Additionally, the standard deviations for CI1, CI2, and CI4 range from 0.762 to 0.859, while CI3 shows a higher standard deviation of 0.904, reflecting a slight variation in responses across the items.

Table 13: Descriptive statistics of continuance intention

The Assessment of Measurement Model

Construct reliability and validity test are suggested (Hair et al., 2014) as the first step of the procedure.

Calculating outer loadings is essential for evaluating a measurement model, as it indicates the strength of the relationship between observed and latent variables According to Hair et al (2016), an acceptable outer loading value should be at least 0.7 In the conducted research, all indicators demonstrated outer loadings exceeding this threshold, ranging from 0.745 to 0.859, as detailed in Table 14.

Table 14: Outer loadings of Items

Internal consistency reliability is assessed using Cronbach's Alpha and Composite Reliability in PLS, with many researchers favoring Composite Reliability (CR) over Cronbach's Alpha (Hair et al., 2012) However, this study employs both measures to enhance research rigor A minimum value of 0.7 is required for Cronbach's Alpha, and researchers also recommend that Composite Reliability should exceed 0.7 to confirm reliability (Bagozzi & Yi, 1988).

The results presented in Table 15 indicate that Cronbach's alpha values for all factors range from 0.773 to 0.841, surpassing the minimum acceptable threshold of 0.7 Additionally, the composite reliability values for all constructs are between 0.855 and 0.894, exceeding the required value of 0.7 These findings affirm the high reliability of the data across all factors.

Table 15: Results of Internal Consistency

Construct validity is assessed through two key criteria: convergent and discriminant validity Convergent validity is evaluated using the average variance extracted (AVE), with researchers recommending that AVE values exceed 0.5 (Fornell and Larcker, 1981; Ofori et al., 2017) The results presented in Table 16 indicate that the AVE values for all constructs range from 0.571 to 0.678, highlighting six factors, including continuance intention, information quality, and perceived benefit.

The TIEU LUAN MOI can be downloaded at skknchat123@gmail.com, focusing on privacy protection and perceived security The trust metrics show AVE values of 0.678, 0.571, 0.631, 0.643, 0.633, and 0.596, all exceeding the required threshold of 0.5, confirming strong convergent validity.

Table 16: Average Variance Extracted (AVE) of constructs

Discriminant validity is a crucial criterion for measurement, indicating the distinctiveness of a construct within a proposed model To assess this, the traditional method involves applying the square root of the Average Variance Extracted (AVE), as suggested by Fornell and Larcker (1981) According to the Fornell-Larcker criterion, the square root of AVE for each latent variable must exceed the correlations with other latent variables Results presented in Table 17 demonstrate that the square root of the AVE for each factor (CI, INF, PB, PRI, SEC, TRU) surpasses all inter-factor correlations For instance, the AVE for CI is 0.678, resulting in a square root of 0.823, which is greater than all other correlation values in the corresponding CI row and column The remaining constructs also satisfy this requirement, confirming strong discriminant validity for the measurement model.

CI INF PB PRI SEC TRU

The Assessment of Structural Model

After assessing the measurement model based on construct reliability and validity, the structural model would be examined to conduct the hypothesis testing (Ofori et al.,

2017; Phuong et al., 2020; Zhou, 2018) The evaluation criteria are proposed in this section including collinearity statistics (VIF), coefficient of determination (R square), effect size (f square), and direct effect.

Before analyzing the relationships between factors, it is crucial to assess collinearity, as the accuracy of path coefficient evaluation relies on the regression between the dependent variable and predictive factors (Ofori et al., 2017; Phuong et al., 2020) A significant increase in collinearity among predictors can distort path coefficient measurements (Phuong et al., 2020) To identify potential collinearity issues, the variance inflation factor (VIF) values should be utilized, as recommended by Hair et al (2014).

The Variance Inflation Factor (VIF) should ideally be below 5.00 to avoid issues of collinearity In this study, all constructs demonstrated VIF values that were below this threshold, indicating no significant collinearity concerns.

(see table 18) which confirms that the collinearity issue did not happen.

Table 18: Collinearity statistics (VIF values) of constructs

In the structural model, the coefficient of determination (R square) indicates how well exogenous variables explain the dependent variable, with values ranging from 0 to 1 (Phuong et al., 2020) A higher R square value signifies greater predictive accuracy, with Hair et al (2014) categorizing values of 0.25, 0.5, and 0.75 as weak, moderate, and substantial, respectively The results show that the R square for Trust (TRU) is 0.424, indicating that independent variables such as perceived benefit, information quality, perceived privacy protection, and perceived security protection account for 42.4% of the variance in trust, reflecting a weak scale In contrast, the R square for Continuance Intention (CI) is 0.524, meaning that 52.4% of the variance in CI is explained by the independent variables.

TIEU LUAN MOI download : skknchat123@gmail.com of trust, information quality, perceived privacy protection, perceived benefit, perceived security protection) with a moderate scale.

Effect size is crucial for evaluating the impact of independent variables on dependent variables According to Hair et al (2014), the f² index categorizes effect sizes as follows: an f² less than 0.02 indicates negligible effects, between 0.02 and 0.15 signifies small effects, from 0.15 to 0.35 denotes moderate effects, and greater than 0.35 reflects large effects In the analysis presented in Table 20, information quality exhibits an extremely small effect size on continuance intention (f² = 0.001), while perceived benefit also shows minimal impact on trust (f² = 0.01) Conversely, the f² value for trust on continuance intention indicates a more significant relationship.

= 0.2) indicates that trust has a moderate impact on continuance intention Besides, the effect size of each relationship between three remaining constructs and continuance intention

(including perceived benefit, perceived privacy protection, perceived security protection) is small with f 2 = 0.023, 0.059, 0.025, respectively Additionally, information quality, perceived privacy, and perceived security protection all have a small effect size on trust ( f 2 =

Table 20: Effect size of predictor constructs

PLS-SEM employs a nonparametric bootstrapping technique to evaluate the significance of coefficients, as outlined by Hair et al (2014) The bootstrapping process involves 301 cases and 5000 subsamples, utilizing a two-tailed test with a significance level (p-value) of 0.05 Following the bootstrapping, t-values are computed to determine the statistical significance of the coefficients, with a minimum t-value of 1.96 required to confirm the hypotheses, according to Hair et al (2011).

Findings in Table 21 provided values of path coefficients, T-values, significant levels.

In the study, nearly all nine hypotheses were supported, with the exception of H2 and H3 Hypothesis H1 demonstrated a significant influence of perceived benefit on customers' continuance intention, evidenced by a path coefficient of β = 0.117, T-value of 2.524, and p-value of 0.012 Conversely, H2 was rejected due to a T-value of 1.464, which is below the threshold of 1.96, and a p-value of 0.144, exceeding the 0.05 significance level This indicates that perceived benefit solely impacts continuance intention Additionally, the results confirmed that information quality positively and significantly affects customer trust, with a path coefficient of β = 0.182.

= 3.223, p-value = 0.001); therefore, H4 was supported Meanwhile, a value of T-statistics

TIEU LUAN MOI download : skknchat123@gmail.com and a significant level of H3 (T-value = 0.619 (0.05)) show that information quality did not positively impact users’ continuance intention, which means H3 was rejected.

The analysis reveals that perceived privacy protection significantly influences both continuance intention and customer trust, as evidenced by the strong T-statistics and low p-values for hypotheses H5 (β = 0.223, T-value = 3.446, p-value = 0.001) and H6 (β = 0.316, T-value = 4.885, p-value = 0.000) Additionally, perceived security protection also has a notable positive effect on customers' continuance intention and trust, with hypotheses H7 and H8 showing significant results (H7: β = 0.137, T-statistic = 2.094, p-value = 0.037; H8: β = 0.255, T-statistic = 4.066, p-value = 0.000) Furthermore, trust is found to have a significant impact on continuance intention (H9: β = 0.407, T-value).

= 6.394, p-value = 0.000) Therefore, all H7, H8, and H9 were supported.

Table 21: Path Coefficients of the Model

Researchers have identified that a nonparametric bootstrapping procedure is among the most robust methods for evaluating mediating effects (Shrout & Bolger, 2002; Hayes, 2009; Zhao et al., 2010) Detailed coefficients and values for assessing the indirect effect in the proposed model can be found in Table 22.

The analysis revealed that among the four independent variables, only one—information quality—did not significantly influence continuance intention, with a β value of 0.074, a T-value of 2.962, and a p-value of 0.003 In contrast, both perceived privacy protection (PRI) and perceived security protection (SEC) demonstrated significant indirect effects on continuance intention, with PRI showing a β of 0.129, T-value of 3.608, and p-value of 0.000, while SEC also indicated a noteworthy impact.

The analysis revealed significant support for hypotheses H3.1, H5.1, and H7.1, with a T-value of 3.496 and a p-value of 0.001 In contrast, perceived benefit did not significantly influence continuance intention, as indicated by a T-value of 1.492 and a p-value of 0.136, leading to the conclusion that H1.1 was not supported.

Additionally, it is also necessary to assess confidence interval bias-corrected with bootstrapped 95% Findings in Table 22 show that ranges of confidence interval bias of

The mediation impacts of H3.1, H5.1, and H7.1 are statistically significant, as indicated by the absence of the number 0 in their confidence intervals (Preacher & Hayes, 2008) In contrast, the confidence interval for H1.1 ranges from -0.005 to 0.085, which includes the number 0, confirming that the indirect effect of H1.1 is not statistically significant.

Table 22: Indirect Effects on Continuance Intention

The study reveals that perceived privacy protection, perceived benefit, trust, and perceived security protection significantly influence users' intention to continue using a service In contrast, information quality impacts continuance intention indirectly Furthermore, information quality, perceived privacy protection, and perceived security protection notably enhance customer trust, while perceived benefit does not affect users' trust levels.

Discussion of Results

The proposed model examines the relationship between independent variables such as perceived benefit, perceived privacy protection, information quality, and perceived security protection, and their influence on two dependent variables: customer trust and continuance usage intention The findings from the previous chapter highlight both direct and indirect effects of these independent variables on the dependent variables, as well as the role of trust in shaping continuance intention.

5.1.1 Impact of Perceived Benefit on Trust and Continuance Intention

Chapter 4's hypothesis testing revealed that perceived benefit does not significantly affect customer trust, as indicated by the rejection of H2 (β = 0.085, T-value = 1.464, p = 0.144) However, it was found that perceived benefit significantly influences users' continuance intention, with H1 showing a positive effect (β = 0.117, T-value = 2.524, p = 0.012) This aligns with findings from Ozturk et al (2016), which confirmed the significant impact of perceived benefit on customers' continuance intention, a conclusion further supported by Ryu (2018) and Widya et al (2020).

AirPay customers expressed high satisfaction with the benefits provided, highlighting the convenience of the payment services, which received a mean score of 4.09 Additionally, users appreciated the promptness of AirPay's services, scoring it 4.12 for speed and efficiency Furthermore, customers enjoyed various financial advantages and savings on transaction fees, enhancing their overall experience with the platform.

= 3.98) These indicate that AirPay has done well in providing convenient and quick

AirPay e-wallet effectively meets customer expectations by offering fast, convenient, and economical transaction options, which encourages users to continue utilizing its services To attract new customers and retain existing ones, AirPay must understand customer needs and develop appealing benefits that enhance user satisfaction.

5.1.2 Impact of Information Quality on Trust and Continuance Intention

The analysis reveals that information quality significantly influences customer trust (β = 0.182, T-value = 3.223, p-value = 0.001), but does not directly affect continuance usage intention (T-value = 0.619, p-value = 0.536) This suggests that information quality has an indirect effect on continuance usage intention through trust In Ho Chi Minh City, information quality was not a primary factor influencing users' continuance intention, aligning with findings from Nelloh et al (2019) and supported by various studies confirming the positive relationship between information quality and trust (Putri, 2016; Gao et al., 2015; Budilarto, 2018) Additionally, research by Darmiasih & Setiawan (2020) on OVO e-wallet users in Denpasar corroborates that information quality positively impacts customer trust.

The study assessed the quality of information provided by AirPay based on customer experiences, focusing on relevance, sufficiency, intelligibility, accuracy, and timeliness Results indicated a high level of user satisfaction, with mean scores ranging from 3.86 to 3.93 Maintaining high-quality information that meets customer expectations will not only preserve but also enhance customer trust in AirPay, ultimately increasing users' intention to continue using the service.

5.1.3 Impact of Perceived Privacy Protection on Trust and Continuance Intention

Hypothesis testing indicated that perceived privacy protection (β = 0.316) with T- value = 4.885, p-value = 0.000 has significant and positive impact on trust of users.

Besides, perceived privacy protection was also proved that it has a positive and significant influence on customers' continuance usage intention (β = 0.223, T-value = 3.446, p-value

= 0.001) These findings are in line with conclusions of many previous studies by Kotte (2015); Putri (2016); Fatikasari (2018); Stewart & Jürjens (2018); Darmiasih & Setiawan

Research from 2020 demonstrates that the perceived privacy protection factor significantly enhances customer trust These findings align with earlier studies by Kotte (2015) and Darmiasih & Setiawan (2020), which also confirm that perceived privacy protection positively impacts users' intention to continue using a service.

In Ho Chi Minh City, perceived privacy protection significantly influences user trust and their intention to continue using AirPay Overall, customers express a high level of satisfaction with AirPay's privacy measures They have a clear understanding of the data collection purpose, reflected in a mean score of 4.21 Additionally, users feel confident that AirPay safeguards their personal information, with a mean score of 3.91, and believe that their data will not be misused for inappropriate purposes (mean = 3.85) Furthermore, customers trust that AirPay can effectively protect their personal information from potential hacking threats, as indicated by a mean score of 3.87.

To address users' concerns about personal information misuse in e-wallet applications, service providers must enhance their privacy protection systems AirPay, in particular, should implement a stringent privacy policy that limits the disclosure of personal information under any circumstances By ensuring strict protection of confidential data, AirPay can instill greater confidence in its users, alleviating their apprehension about sharing personal information This commitment to privacy will encourage customers to continue utilizing AirPay's financial services in the future.

5.1.4 Impact of Perceived Security Protection on Customers’ Trust and Continuance Intention

Perceived security protection significantly enhances customer trust, as evidenced by a strong correlation (β = 0.255, T-statistic = 4.066, p-value = 0.000) This finding aligns with previous research conducted by Kasim (2017) and Nelloh et al (2019), which also highlighted the critical role of perceived security in building customer confidence.

According to Fatikasari (2018) and Darmiasih & Setiawan (2020), customer trust is significantly influenced by the perceived security protection.

Perceived security protection significantly influences users' intention to continue using a service, as evidenced by a positive beta coefficient of 0.137 and a T-statistic of 2.094 (p-value = 0.037) This finding aligns with prior research conducted by Trivedi & Yadav (2018), Nelloh et al (2019), Darmiasih & Setiawan (2020), and Kinasih & Albari, reinforcing the importance of security perceptions in user retention.

(2012) who proved perceived security protection significantly influence customers’ intention to continue using.

Customers prioritize the security of financial transactions and account protection when using e-wallets, with perceived security being their main concern In a study conducted in Ho Chi Minh City, users rated AirPay positively for its payment security (mean = 3.94), protection against transaction errors (mean = 3.86), and safeguarding against unauthorized access (mean = 3.99) These results suggest that AirPay has effectively established a secure environment for its users Nevertheless, continuous improvements to the security system are essential to enhance customer confidence in financial transactions When customers feel their security expectations are met, they are more likely to incorporate AirPay into their daily lives, leading to increased trust and long-term usage of the e-wallet Ultimately, perceived security is a crucial factor for the sustainable growth of AirPay.

5.1.5 Impact of Trust on Continuance Intention

Customer trust significantly influences the intention to continue using AirPay e-wallet, as evidenced by the study's findings, which indicate a strong positive relationship (H9: β = 0.407, T-value = 53).

A significant effect of customer trust on continuance usage intention was demonstrated, with a statistical result of 6.394 and a p-value of 0.000 This finding aligns with previous research by Gong et al (2018), Trivedi & Yadav (2018), Nelloh et al (2019), and Darmiasih & Setiawan (2020), all of which highlighted the importance of trust in influencing customers' ongoing usage intentions Furthermore, studies by Suandana et al (2016) and Zhou et al (2018) further support this conclusion, emphasizing that trust plays a crucial and positive role in enhancing customers' intentions to continue using a service or product.

Contribution

This study offers valuable insights for AirPay and can also benefit other e-wallet service providers by highlighting key findings and recommendations derived from the analysis and discussions presented earlier.

This study introduces a novel factor, perceived benefit, into the existing framework proposed by Darmiasih & Setiawan (2020), marking its first examination in the context of customers' continued usage intentions for e-wallets in Vietnam The findings indicate that perceived benefit plays a crucial role in influencing users' intentions to continue utilizing AirPay in Ho Chi Minh City Therefore, it is vital for businesses to incorporate this factor into their customer retention strategies.

This study enhances the understanding of the critical factors influencing customers' intentions to continue using e-wallets The findings enable service providers to identify and prioritize these key factors to improve customer retention and satisfaction.

To ensure long-term customer retention, mobile payment service providers like AirPay must focus on enhancing perceived benefits, privacy, information quality, and security Developing compelling advantages is crucial for attracting and retaining users Additionally, building customer trust through effective privacy and security measures is vital for fostering lasting relationships Understanding customer demographics and expectations will enable service providers to improve their e-wallet systems, ultimately enhancing user experience and trust.

Research Limitations and Recommendations for Further Research

The study has notable limitations, primarily due to its reliance on cross-sectional data, which captures a phenomenon at a single point in time and may not provide a comprehensive overview Additionally, the convenience sampling method used for data collection in Ho Chi Minh City, while cost-effective and time-efficient, limits the representativeness of the sample and hinders the generalization of the findings (Bryman & Bell, 2003) Furthermore, the distribution of survey questionnaires predominantly reached students and office workers, resulting in potential biases and a lack of diversity in the respondent segments, which may affect the accuracy and comprehensiveness of the results.

To gain a comprehensive understanding, it is essential to conduct further research that gathers data from a diverse range of respondents across various locations This approach will enhance the demographic insights, including age, education level, and gender Additionally, factors such as social influence and service quality significantly affect trust and the intention to continue using a service; thus, future studies should explore these and other emerging factors.

Conclusion

The study reveals that perceived privacy, perceived benefits, trust, and perceived security protection significantly influence customers' intentions to continue using the AirPay e-wallet In contrast, information quality does not directly impact this intention Furthermore, perceived security, perceived privacy protection, and information quality significantly affect customer trust These insights offer valuable contributions for service providers to better understand the key factors that drive continuous usage of e-wallet platforms.

In 2018, Appota released a comprehensive report on the mobile application market in Vietnam, highlighting key trends and developments in the first half of the year This report provides valuable insights into the growth and dynamics of the mobile app industry within the Vietnamese market, showcasing the evolving landscape and user engagement patterns For more detailed information, visit the full report on Appota's official news site.

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KHẢO SÁT CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH TIẾP TỤC

SỬ DỤNG VÍ ĐIỆN TỬ AIRPAY CỦA NGƯỜI DÙNG TẠI THÀNH

Xin chào anh, chị và các bạn!

Tôi là Vũ Thị Hồng Hạnh, sinh viên năm cuối tại Đại học Quốc Tế - Đại học Quốc Gia TP.HCM Hiện tại, tôi đang thực hiện khảo sát nhằm tìm hiểu “Các yếu tố ảnh hưởng đến ý định tiếp tục sử dụng ví điện tử AIRPAY của người dùng tại thành phố”.

Nghiên cứu luận văn tốt nghiệp về ví điện tử AirPay nhằm tìm hiểu trải nghiệm của khách hàng đã sử dụng dịch vụ này Để có cái nhìn khách quan và sâu sắc, mong anh/chị/bạn dành thời gian hoàn thành bảng khảo sát dưới đây Những câu trả lời của anh/chị/bạn sẽ là nguồn thông tin quý giá cho nghiên cứu.

Tôi xin chân thành cảm ơn sự hỗ trợ của anh/chị/bạn và cam kết rằng mọi thông tin sẽ được giữ bí mật, chỉ được sử dụng cho mục đích nghiên cứu, không phục vụ cho bất kỳ mục đích không chính thống nào khác.

Xin chân thành cảm ơn!

Bạn đã từng sử dụng ví điện tử AirPay chưa? Nếu có, xin vui lòng cho biết Nếu không, cuộc khảo sát sẽ dừng tại đây và chúng tôi xin cảm ơn sự giúp đỡ của bạn Ngoài ra, bạn đang sinh sống tại đâu? Thành phố Hồ Chí Minh hay khu vực khác? Nếu không phải, cuộc khảo sát cũng sẽ dừng lại và chúng tôi rất cảm kích sự tham gia của bạn.

Phần I: Các yếu tố ảnh hưởng đến ý định tiếp tục sử dụng ví điện tử AirPay

Xin hãy thể hiện mức độ đồng tình của Anh/Chị/Bạn đối với số tương ứng:

(1 = Hoàn toàn không đồng ý, 2 = Không đồng ý, 3 = Trung lập, 4 = Đồng ý, 5 = Hoàn toàn đồng ý)

NHẬN THỨC VỀ LỢI ÍCH

Tôi thấy thuận tiện khi sử dụng các dịch vụ thanh toán trên AirPay.

AirPay cung cấp các dịch vụ nhanh chóng và ngay lập tức.

Tôi được hưởng nhiều lợi ích tài chính khi thanh toán bằng AirPay

(như chiết khấu, hoàn tiền, mã freeship trên Shopee…)

Sử dụng AirPay giúp tôi tiết kiệm chi phí xử lý giao dịch, vì AirPay miễn phí chuyển, nạp và rút tiền vào tài khoản ngân hàng liên kết.

AirPay cung cấp cho tôi thông tin phù hợp với nhu cầu của tôi.

AirPay cung cấp cho tôi đầy đủ thông tin.

AirPay cung cấp cho tôi thông tin dễ hiểu.

AirPay cung cấp cho tôi thông tin chính xác.

AirPay cung cấp cho tôi thông tin được cập nhật mới nhất.

NHẬN THỨC VỀ BẢO VỆ QUYỀN RIÊNG TƯ

AirPay thu thập thông tin cá nhân của khách hàng, như số điện thoại, nhằm mục đích bảo mật và xác thực giao dịch thông qua việc gửi mã OTP cho mỗi thao tác.

AirPay giữ bí mật thông tin cá nhân khách hàng tốt.

AirPay không sử dụng thông tin cá nhân khách hàng cho các mục đích khác.

AirPay bảo vệ thông tin cá nhân khách hàng khỏi sự truy cập của

NHẬN THỨC VỀ ĐỘ BẢO MẬT

Tôi thấy AirPay bảo vệ tốt các giao dịch tài chính tránh khỏi các lỗi (errors) xảy ra trong quá trình sử dụng.

Tôi thấy AirPay bảo mật thanh toán tốt.

Tôi thấy AirPay bảo vệ tốt các giao dịch tài chính khỏi các hành vi thao túng trái phép.

Tôi thấy AirPay bảo vệ tốt tài khoản của tôi khỏi những hành vi truy cập trái phép từ những người không được tôi cho phép. ĐỘ TIN CẬY

Tôi thấy AirPay luôn cung cấp các dịch vụ tài chính đáng tin cậy.

Tôi thấy AirPay luôn cung cấp các dịch vụ tài chính an toàn.

AirPay có đủ năng lực và hiệu quả trong việc cung cấp các dịch vụ tài chính.

Tôi tin tưởng sử dụng dịch vụ tài chính trên AirPay. Ý ĐỊNH TIẾP TỤC SỬ DỤNG

Có khả năng tôi sẽ tiếp tục sử dụng dịch vụ tài chính trên AirPay

Tôi có ý định tiếp tục sử dụng dịch vụ thanh toán trên AirPay thay vì ngừng sử dụng.

Tôi có ý định tiếp tục sử dụng dịch vụ thanh toán trên AirPay hơn là sử dụng các phương tiện thanh toán thay thế khác.

Tôi có ý định tiếp tục sử dụng dịch vụ thanh toán trên AirPay trong tương lai.

Tiêu đề	An Examination Of Factors Affecting Continuance Usage Intention Of Airpay E-Wallet Application In Ho Chi Minh City
Trường học	Vietnam National University – Hochiminh City International University
Chuyên ngành	Business Administration
Thể loại	Thesis
Năm xuất bản	2021
Thành phố	Ho Chi Minh City

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