The Impact of Perceived Usefulness, Trust, and Subjective Norm on Continuance Intention of Chinese Users to Use WeChat Pay in Bangkok, Thailand

Abstract

The present research attempts to explore and investigate to what extent perceived usefulness, trust, and subjective norm has impact on Chinese user’s continuance intention to use WeChat Pay in Bangkok, Thailand. The study method of this present study was quantitative research method, the research tool was questionnaire. The reliability test shown that all the independent and dependent variables are reliable and has internal consistency. The research collected 400 usable questionnaire data from the target samples who are Chinese and used to use WeChat Pay in Bangkok, Thailand. Multiple regression analysis results shown that perceived usefulness, trust, and subjective norm has statistically significance positive impact on user’s continuance intention to use WeChat Pay at 0.05 significance level. Moreover, the multiple regression also shown that the greatest predictor of user’s continuance intention was perceived usefulness, followed by subjective norm and trust factor. Therefore, for WeChat Pay to motivate users to continuance to use WeChat Pay in Bangkok, Thailand, WeChat Pay should attach great importance to increase the usefulness functions of the WeChat Pay’s mobile payment, and increase subjective norm and trust factor in the perception of the users.