International Journal of Management and Business Studies ISSN 2167-0439 Vol. 10 (3), pp. 001-013, March, 2020. © International Scholars Journals
Full Length Research Paper
Investigation of the factors influencing the acceptance of electronic cash stored-value cards
Teng-Tsai Tu1, Hsin-HueChang1 and Yung-Ho Chiu2*
1Ming Chuan University, Taipei City, Taiwan.
2Department of Economics, Soochow University, Kuei-yang, Taipei, 100, Taiwan.
Accepted 13 October, 2019
Electronic cash stored-value cards have been issued in Asia for a while. Few academic studies investigate the factors that influence consumers’ acceptance of electronic cash stored-value cards. This study proposes an extended technology acceptance model and applies structural equation model to confirm the factors influencing consumers’ acceptance of electronic cash stored-value cards. A set of 716 sample questionnaires are used to analyze and confirm the proposed conceptual framework. The empirical results find that perceived usefulness and perceived ease-of-use have a significant positive effect on the usage attitude towards electronic cash stored-value cards. Consumers may not feel that the relevant costs of electronic cash stored-value cards are an important factor influencing their usage attitude. While the social influence positively affects the behavioral intention, the perceived risk reveals significant negative effect on consumers’ usage attitude. Furthermore, the usage attitude exhibits significant positive effect on the behavioral intention of electronic cash stored-value cards. Finally, issuing institutions are advised to promote electronic cash stored-value cards to younger and experienced consumers.
Key words: Electronic cash stored-value cards, technology acceptance model, moderating effects, structural equation model.