Citation

Liu, Huan Na and Tian, Yang and Chan, Tak Jie and Chen, Ming Hui and Yuan, Dong Fang (2025) Does personal anxiety matter? A study on consumers’ discontinuation intention of using the Alipay e-wallet system. Journal of Science and Technology Policy Management. ISSN 2053-4620

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Abstract

Purpose – This research aims to investigate the determinants of the discontinuance intention of Malaysian consumers to use Alipay. An integrated model was proposed drawing on the theoretical principle of Mental Accounting Theory (MAT) and the Theory of Perceived Risk (TPR). This study extends the MAT-TPR model in the Alipay context by assessing the impact of product-related factors including security risk, privacy risk and perceived complexity, and testing the moderating influence of personal anxiety, as a personal-related factor. Design/methodology/approach – To achieve the objective of the empirical study, the data were obtained from 407 consumers of Alipay and were analyzed through PLS-SEM. Findings – The findings reported that security risk and perceived complexity, as significant inhibitors, significantly influence discontinuance intention while personal anxiety moderates significantly the impact of perceived complexity. Practical implications – The findings provide policymakers and service providers with empirical insights and guidelines to enhance the postadoption and usage of Alipay by reducing key obstacles such as privacy and security risks. In addition, it helps marketers to understand the formation of the consumers’ decision-making process. Originality/value – The study contributes to the literature by integrating MAT and TPR and examining the moderating role of personal anxiety in the Alipay context.

Item Type:	Article
Uncontrolled Keywords:	Mental accounting theory, Theory of perceived risk, Personal anxiety, Alipay
Subjects:	H Social Sciences > HG Finance > HG1710 Electronic Funds Transfers
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	30 Apr 2025 00:06
Last Modified:	30 Apr 2025 00:06
URII:	http://shdl.mmu.edu.my/id/eprint/13701

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