Online Security Cues and E-Payment Continuance Intention

Echo Huang and Fa-Chang Cheng
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Echo Huang: National Kaohsiung First University of Science and Technology, Taiwan
Fa-Chang Cheng: National Kaohsiung First University of Science and Technology, Taiwan

International Journal of E-Entrepreneurship and Innovation (IJEEI), 2012, vol. 3, issue 1, 42-58

Abstract: Previous studies consider confidence in the Internet as a means of payment and existence of a legal framework that protect consumers in their activities on the Internet are the critical issues of B2C success. To respond, this study extends the IS Continuance Model with Cue Utilization Theory to examine the impact of offering e-payments to online users, specifically, the relationship between their perceived benefits, legal protection, risk avoidance, and satisfaction with prior experiences. The analytical results presented in this study indicate that perceived cues (benefits, legal protection and risk allocation) differentially affect consumer behavior. Notably, perceived cues and confirmation associated with satisfaction have influences on e-payment continuance intention. That is, if consumers’ perception of online security cues increases, their intentions to continue use of e-payment increase even if the systems or services are perceived low reliability. Finally the practical and theoretical implications of this study are discussed.

Date: 2012
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