Personal Innovation, Optimism, Electronic Word of Mouth, and Perceived Factors Affect the Behavioral Intention to Adopt QR Code Payments

Nguyen-Tan Loi () and Le-Hoang Phuong Viet ()
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Nguyen-Tan Loi: Business Administration Faculty, Industrial University of Ho Chi Minh City, 12 Nguyen Van Bao Street, Ward 4, Go Vap district, Ho Chi Minh City, 70000, Vietnam
Le-Hoang Phuong Viet: Business Administration Faculty, Industrial University of Ho Chi Minh City, 12 Nguyen Van Bao Street, Ward 4, Go Vap district, Ho Chi Minh City, 70000, Vietnam

Review of Marketing Science, 2025, vol. 23, issue 1, 1-26

Abstract: QR (Quick Response) code payment is a very popular form of payment worldwide and brings many benefits to users. The purpose of this study is to explore, measure, and analyze the factors involving the intention to use QR code payments. The research probability uses sampling method to survey 2,500 customers and get 1,473 valid responses. The authors used Stata-14 software to analyze the reliability of the measurement scale through Cronbach’s Alpha coefficient, conduct confirmatory factor analysis (CFA), and use a structural equation model (SEM) to test the research hypotheses. The results show that the factors that affect behavioral intention are optimistic, perceived usefulness, perceived ease of use, personal innovation, electronic word-of-mouth, perceived transaction convenience, and perceived ease of use transaction speed. Therefore, businesses can refer to these factors to determine the best payment method. The study also proposes some practical recommendations and research directions for managers and marketers.

Keywords: QR code payment; optimism; behavioral intention; personal innovation; electronic word-of-mouth; perceived transaction (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1515/roms-2024-0107

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