Satisfaction with Applications Fuels the Growth of Mobile Wallet Use in Thailand

Abstract

Article History Keywords Loyalty Mobile wallet Consumer attitudes Personal innovativeness Satisfaction JEL Classification: C30; C52; L96; M15; M31; O39. In this research, we study factors such as consumer attitudes and personal innovativeness in order to understand the effect of loyalty on satisfaction with mobile wallet applications in Thailand. We developed a research model, based upon previous research, where we propose and examine four constructs. In general, consumer attitudes and personal innovativeness loaded strongly on both loyalty and satisfaction with the Thai consumers sampled. We found strong support for all of the hypothesized relationships, albeit some at different strength levels. It was found that consumer attitudes are an extremely strong factor that increases loyalty and improves satisfaction with mobile wallet applications in Thailand. We also found a very strong impact of satisfaction on loyalty with Thai consumers. This study helps to understand how specific factors influence consumer satisfaction with mobile wallet apps, and what drives consumers' decisions to be loyal and satisfied customers. Contribution/Originality: This study contributes in the existing literature of consumer behavior, particularly consumer satisfaction model. This study uses new estimation methodology of survey construct with snowball sampling approach. This study originates new formula for predicting Thai consumers' satisfaction in mobile wallet usage. This study is one of the very few studies which have investigated in factors influencing the satisfaction with mobile wallets apps. The paper's primary contribution is finding that consumer attitudes has a significant influence on Thai consumer loyalty and increase satisfaction.