Factors influencing the intention to continue using qr code-based mobile payment: An empirical study on generation Z in the mekong delta region

Abstract

This study was conducted to detect the key determinants affecting Generation Z consumers’ continuance intention to use QR code payment systems in the Mekong Delta region. The research model incorporates variables from the Unified Theory of Acceptance and Use of Technology (UTAUT), the Technology Acceptance Model (TAM), and the Expectation-Confirmation Paradigm (ECM). Data were obtained via convenience sampling, with surveys conducted among 240 online participants aged 15 - 28, all of whom had prior experience and aimed to maintain engagement with mobile QR-based payment solutions. This research investigates the elements affecting users’ sustained intention to utilize QR-based payment platforms through reliability analysis using Cronbach’s alpha, exploratory factor analysis (EFA), and linear modeling methods. The results highlight six key factors, ranked in descending order of influence: Performance Expectancy (PE), Perceived Usefulness (PU), Trust (TRU), Social Influence (SI), Perceived Ease of Use (PEOU), and, lastly, Perceived Security (PS). Additionally, the study found significant differences in the average continuance intention to use the QR code payment system across demographic characteristics, particularly occupational fields and income levels. Based on these findings, the research team has proposed solutions to support and expand the QR payment network and strategic recommendations for small and mid-sized enterprises and retail stores in this area to increase revenue and improve the mobile payment experience for Generation Z, while also providing guidance for the implementation of Vietnam’s cashless payment development plan for 2021-2025