Structural Relationship between Technological Characteristics, Perceived Usefulness, Trust, and Continuous Intention to Use Mobile Payment Services: Sports Consumers in MZ Generations

Abstract

While the mobile payment service market is expanding, few studies have been conducted on sports consumers to promote the continuous use of mobile payment services. The current study empirically analyzed the structural relationship between technological characteristics, perceived usefulness, trust, and continuous intention to use mobile payments services among sports consumers in millennials and Generation Z (MZ Generations). A questionnaire survey was conducted on students majoring in sports in 4-year universities located in Chungcheong and Gangwon Provinces, Korea. The collected data were examined using frequency analysis, correlation analysis, and structural equation modeling. The key results are as follows. First, the technological characteristics of mobile payment services had a positive effect on perceived usefulness of the services. Second, perceived usefulness had a positive effect on trust in the services. Third, perceived usefulness had a positive effect on continuous intention to use the services. Fourth, trust in mobile payment services had a positive effect on continuous intention to use the services. The results are significant as they provide a reference in establishing marketing strategies required to promote the continuous use of mobile payment services among sports consumers in MZ generations.