IMPACTS OF PROMOTIONAL BENEFIT ON ACTUAL USE BEHAVIOR OF MOBILE WALLET: EVIDENCE FROM VIETNAM

Abstract

In the context of Vietnam, this study provides a mechanism by which advertising advantage influences actual usage behavior. Using Partial Least Square-Structural Equation Modelling, 182 observations from an online survey were analyzed (PLS-SEM). Actual use behavior is significantly explained by desire to use, facilitating situation, and affective experience, according to this study. In addition, compatibility and social influence significantly affect the association between intention to use and promotion benefit. The outcomes of this study give mobile wallet providers an understanding of how to integrate promotional perks to sustain current customers' intent to use mobile wallets and expand their actual usage patterns.