An Empirical Analysis of Perceived Transaction Convenience, Performance Expectancy, Effort Expectancy and Behavior Intention to Mobile Payment of Cambodian Users | Hung | International Journal of Marketing Studies | CCSE

Mobile payment (m-payment) is determined as modern application of electronic commerce. It helps financial institutions to widen the financial services to existing customers in developed countries and to increase financial inclusion in developing and emerging countries. Cambodia is a country with low financial inclusion and National Bank of Cambodia perceives that the usage of m-payment can help to increase financial deepness. However, the lack of empirical evidences is a concern and this study is developed to fill the literature gaps. A research model as proposed in which behavior intention towards m-payment is affected by performance expectancy and effort expectancy. This model involves perceived transaction convenience as direct impact on performance expectancy and effort expectancy. Four research hypotheses were proposed and data was collected from 252 questionnaires. Obtained result showed that three hypotheses were supported. Only the effect of perceived transaction convenience on performance expectancy was not significantly. All factors qualified for reliability test’s requirement. EFA Analysis was conducted to verify the construct between factors and belonged items. Based on empirical results, recommendations and future researches were proposed.