Nguyễn Nông Như Xuân
Sinh viên K60 Kinh tế quốc tế – Khoa Kinh tế quốc tế
Trường Đại học Ngoại thương, Hà Nội, Việt Nam
Hoàng Nhật Anh
Sinh viên K60 Kinh tế đối ngoại – Viện Kinh tế & Kinh doanh Quốc tế
Trường Đại học Ngoại thương, Hà Nội, Việt Nam
Đỗ Thị Thu Hương
Sinh viên K59 Tài chính – Khoa Tài chính – Ngân hàng
Trường Đại học Ngoại thương, Hà Nội, Việt Nam
Nguyễn Đình Đạt
Giảng viên Khoa Tài chính – Ngân hàng
Trường Đại học Ngoại thương, Hà Nội, Việt Nam
Abstract
Digital innovation has revolutionized business transactions, transitioning from cash-based to electronic-based systems, significantly transforming the buying and selling processes, notably in B2C e-commerce, with e-payment playing a crucial role. This study aims to investigate customer satisfaction with e-payments and its impacts on continuance intention in B2C e-commerce in Vietnam. Accordingly, the authors utilize factors from the modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework along with trust, employ a quantitative research approach, and collect data through a questionnaire-based survey from 498 relevant respondents in Vietnam. The study found that Trust, Performance Expectancy, Perceived Usefulness and Ease, and Habit significantly influenced user satisfaction with e-payment platforms, while Social Influence and Hedonic Motivation had minimal impact. Our results also indicate that continuance intention was influenced by customers’ satisfaction when using e-payment in e-commerce. Based on this, the study provides suggestions for further research on the implementation of UTAUT2 in prospect analysis.
Keywords: Customer satisfaction, E-payment, Continuance intention, E-commerce, UTAUT2