Investigating Consumer Intention to Use WeChat Pay (Research Proposal)

This research proposal investigates the factors influencing consumers' intention to use WeChat Pay in Hong Kong retail shops. The study aims to identify factors affecting mobile payment app adoption, explore the influence of performance expectancy, effort expectancy, price value, facilitating conditions, habit, social influence, and hedonic motivation on WeChat Pay usage, and provide insights for WeChat Pay marketers. The methodology includes both primary research using questionnaires and secondary research from academic journals and company websites. The study will utilize the UTAUT2 model and formulate hypotheses to examine the relationships between these factors and consumer behavioral intention. The research targets university students in Hong Kong who frequently visit retail shops, with a sample size of 100 students. Potential limitations, such as sample size and time constraints, are acknowledged, with contingency plans in place. The research seeks to contribute to the understanding of mobile payment adoption and provide practical implications for WeChat Pay's market strategy.

Running head: RESEARCH PROPOSAL
Research Proposal
Title:
To investigate factors which may affect consumers’ intention to use WeChat Pay
Name of the University
Name of the Student
Author note

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RESEARCH PROPOSAL
Table of Contents
1. Title:.............................................................................................................................................2
2. Study Rationale:...........................................................................................................................2
3. Objectives:...................................................................................................................................2
Objective 1...................................................................................................................................2
Objective 2...................................................................................................................................3
Objective 3...................................................................................................................................3
4. Literature review..........................................................................................................................3
4.1 Mobile applications – an overview........................................................................................3
4.2 Development of IT acceptance theory and model.................................................................3
4.3 Definition of variables in UTAUT2 model...........................................................................4
5. Hypotheses Formation.................................................................................................................5
6. Methodology................................................................................................................................8
6.1 Primary Research...................................................................................................................8
6.1.1 Research techniques........................................................................................................8
6.1.2 Sample Design................................................................................................................8
6.1.3 Potential Limitations and Contingency Plan..................................................................8
6.2 Secondary Research...............................................................................................................9
8. References:................................................................................................................................10

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RESEARCH PROPOSAL
1. Title:
To investigate factors which may affect consumers’ intention to use WeChat Pay
2. Study Rationale:
Mobile devices have turned out to be an essential gadget in recent years and it is expected
that mobile devices will exceed world population in the future. Devices such as tablets and
smartphones are no longer limited to providing entertainment to consumers; these devices now
possess multiple features. Hew et al. (2015), view that mobile devices have become omnipresent
in people’s lives, which in turn, have reshaped “consumer’s online shopping experiences”.
Mobile applications in particular, have had an immense influence on consumer’s intention to buy
either online or in retail outlets. Venkatesh, Thong and Xu (2016) developed the Unified Theory
of Acceptance and Use of Technology (UTAUT) to understand the user intentions towards using
an IT device.
In Hong Kong, the mobile app WeChat Pay has become one of the most extensively used
mobile messaging services. It has evolved as the country’s biggest and most popular payments
platform for mobile. According to a news report, more than 900 retail shops in HK have
introduced WeChat Pay (Xinhuanet.com 2018). The mobile app now aims to extend its service in
areas such as ticket booking for trains across China. The present paper will attempt to discuss
the factors that influence consumer intention to make payments through WeChat pay in HK retail
shops.
3. Objectives:
Objective 1 – Academic area

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RESEARCH PROPOSAL
To identify the factors which may affect consumer intention to adopt mobile payment
apps
Objective 2 – Exploring area
To investigate the influence of the factors (Performance, Effort Expectancy, Price Value,
Facilitating Conditions, Habit, Social Influence, Hedonic Motivation) on consumer intention to
apply Wechat Pay in HK
Objective 3 – Overall contribution
To provide insights for WeChat Pay marketers as for how to improve the adaptation of
WeChat Pay in HK market
4. Literature review
4.1 Mobile applications – an overview
In general, three types of mobile applications are there that include web apps, native apps
and hybrid apps (Kumar and Vithani 2014). Web apps refer to the websites that are similar to
native apps. Users are first directed towards the website URL where they are presented with the
option of either to download the native app or continue with that web app. Native apps are those
that are created for one operating system that is iOS and are downloaded by users on their
smartphones (Hew et al. 2015). On the other hand, hybrid apps, as the name suggest, combine
the features of both web and native apps. Web apps are enfolded by native app layers that form
hybrid apps. Financial Times and Angry Birds are few of the many examples of hybrid apps.
4.2 Development of IT acceptance theory and model

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RESEARCH PROPOSAL
The intention-based models that determine technology acceptance, implementation and
usage include Theory of Reasoned Action (TRA), Theory of Planned Behavior (TBP) and the
Technology Acceptance Model (TAM). In a study conducted by Aboelmaged and Gebba (2013),
it was found that the TBP and TAM yielded positive results when it comes to analyzing
consumer intention towards mobile payments. As per the diffusion of technology perspective,
five traits of innovation influence consumer’s acceptance behavior that include, compatibility,
complexity, observability, trailability and relative advantage. However, Truong (2013) argues
that the diffusion of technology is more appropriate for examining diffusion throughout a nation
rather than a single consumer’s adoption decisions.
Kang (2014) made use of the UTAUT2 and the Uses and Gratification Theory to
comprehend the usage intention of mobile apps by consumers. However, the study that uses
UTAUT2 to examine consumer’s intention to use mobile apps presently remains limited. Thus,
the present paper tries to utilize UTAUT2 to reveal its applicability in the field of mobile
applications.
4.3 Definition of variables in UTAUT2 model
Behavioral Intention – Venkatesh, Thong and Xu (2016) while explaining behavioral
intention (BI), stated that it is a consumer’s intention to execute a specific act that predicts future
behavior.
Performance Expectancy – It is defined as the level to which consumers believe that
using technologies will produce outcomes of performance gain. According to Shibl, Lawley and
Debuse (2013), PE defines the perception of consumers regarding the usefulness of any
technology.

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RESEARCH PROPOSAL
Effort Expectancy – It may be defined as the ease with which technology can be used
(Thomas, Singh and Gaffar 2013).
Price Value – Escobar-Rodríguez and Carvajal-Trujillo (2014) define PV as the accord
between price paid by the consumer for using a technology and the apparent benefits received.
Facilitating Conditions – FC is defined as the perception that technical and organizational
infrastructure exists in order to assist technology use.
Habit –HA is the limit to which consumers tend to perform behaviors automatically. Hsu,
Chang and Chuang (2015) have found that HA influences behavioral intention (BI) either
directly or indirectly to use technology.
Social Influence – It refers to the consumers’ perception of the belief of significant others
that they should use the technology.
Hedonic Motivation – As explained by Alalwan et al. (2015), HM refers to the pleasure
or fun resulting from the use of any technology.
All these variables relate to the behavioral intention (BI) of the consumer in using a
technology. In this research, the technology for which the BI is being analyzed is the WeChat
Mobile App.
5. Hypotheses Formation
The UTAUT2 model is used to form the hypotheses for the study explaining the seven
different factors that influence consumer usage intention. Since the age group was too narrow, it
has been dropped from the model (Figure 1). Similarly, experience variable has also been
omitted from the model since the study is cross-sectional and the one developed by Venkatesh,

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RESEARCH PROPOSAL
Thong and Xu (2012) had experience as an operational variable. In addition, use behavior has
been removed for providing a simpler model with only the important variables included to study
the factors affecting consumer intention in case of WeChat Pay in HK retail shops. The
following hypotheses are formed for the research paper:
H1 – Performance Expectation (PE) has a positive effect on Behavioral Intention (BI)
H2 – Effort Expectancy (EE) has a positive influence on PE and consequently on BI to
use WeChat
H3 – Price Value (PV) has a positive effect on BI to use WeChat
H4 – Facilitating Condition (FC) has a positive influence on BI to use WeChat mobile
app
H5 – Habit (HA) of the consumer has a positive influence on BI to use WeChat
H6 – Social Influence (SI) has a positive effect on BI to use the mobile app WeChat
H7 – Hedonic Motivation (HM) has a positive influence on BI to use WeChat
The hypotheses taken in the study states the relationship between the independent
variables and the dependent variable. In this current study, the performance expectation, effort
expectancy, price value, facilitating condition, social influence and hedonic motivation are the
different factors affecting the behavioral intention of the consumers. The behavioral intentions
of the consumers are dependent on these factors and hypothesis testing will be used to validate
the relationship. The conceptual framework clearly shows that the study will develop a model
where the explaining capability of the independent variables on the dependent variable will
determine the precision of the model.

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RESEARCH PROPOSAL
Figure 1: UTAUT2 Model
H
Performance Expectancy
(PE)
Behavioral
Intention to
Use Mobile
Apps
Effort Expectancy (EE)
Price Value (PV)
Facilitating Conditions
(FC)
Social Influence (SI)
Habit (HA)
Hedonic Motivation
(HM)

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RESEARCH PROPOSAL
6. Methodology
The research would include primary and secondary research methodology.
6.1 Primary Research
6.1.1 Research techniques
The study will use quantitative research, which can provide the researcher with important
data. Questionnaires to conduct exit interviews will be prepared to obtain the quantitative data
(Flick 2015). The questionnaire will be distributed to university students in HK to analyze the
factors that affect consumer intention using WeChat Pay.
6.1.2 Sample Design
Target Respondent and Sample Size:
The target respondents chosen for the research are students of a university in Hong Kong
who often visit retail shops to buy certain products. As the study is about understanding, the
factors involved in affecting consumer intention towards using WeChat Pay, all the questions are
directed towards m-devices and apps and hence the respondents are more fitting than many other
consumers are (Humphries 2017). The sample size for the proposed study will be 100 students
who are inclined towards using mobile apps especially WeChat.
Sampling Methods:
Systematic sampling method will be used to ensure unbiased selection of samples
(Bryman 2015).
6.1.3 Potential Limitations and Contingency Plan

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RESEARCH PROPOSAL
Possible errors committed by the researcher are included in the research.
Sample size selection:
The sample size is small and hence may affect the research outcome.
Time issue:
Possibility of failure in collecting adequate questionnaire is there due to limited time and
small sample size. Hence, it is decided to extend the time for data collection to minimize the
probable fault.
6.2 Secondary Research
Secondary research will be used to provide supporting facts on academic area, WeChat
profile and market trends of WeChat. All the documents that are used will be from academic
journals, textbooks, government and company websites and newspapers.

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RESEARCH PROPOSAL
8. References:
Aboelmaged, M. and Gebba, T.R., 2013. Mobile banking adoption: an examination of
technology acceptance model and theory of planned behavior. International Journal of Business
Research and Development, 2(1).
Alalwan, A.A., Dwivedi, Y.K., Rana, N.P., Lal, B. and Williams, M.D., 2015. Consumer
adoption of Internet banking in Jordan: Examining the role of hedonic motivation, habit, self-
efficacy and trust. Journal of Financial Services Marketing, 20(2), pp.145-157.
Bryman, A., 2015. Social research methods. Oxford university press.
Escobar-Rodríguez, T. and Carvajal-Trujillo, E., 2014. Online purchasing tickets for low cost
carriers: An application of the unified theory of acceptance and use of technology (UTAUT)
model. Tourism Management, 43, pp.70-88.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Hew, J.J., Lee, V.H., Ooi, K.B. and Wei, J., 2015. What catalyses mobile apps usage intention:
an empirical analysis. Industrial Management & Data Systems, 115(7), pp.1269-1291.
Hsu, M.H., Chang, C.M. and Chuang, L.W., 2015. Understanding the determinants of online
repeat purchase intention and moderating role of habit: The case of online group-buying in
Taiwan. International Journal of Information Management, 35(1), pp.45-56.
Humphries, B., 2017. Re-thinking social research: anti-discriminatory approaches in research
methodology. Taylor & Francis.

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RESEARCH PROPOSAL
Kang, S., 2014. Factors influencing intention of mobile application use. International Journal of
Mobile Communications, 12(4), pp.360-379.
Kumar, A. and Vithani, T., 2014, May. A comprehensive mobile application development and
testing lifecycle. In IT Professional Conference (IT Pro), 2014 (pp. 1-27). IEEE.
Shibl, R., Lawley, M. and Debuse, J., 2013. Factors influencing decision support system
acceptance. Decision Support Systems, 54(2), pp.953-961.
Thomas, T.D., Singh, L. and Gaffar, K., 2013. The utility of the UTAUT model in explaining
mobile learning adoption in higher education in Guyana. International Journal of Education and
Development using Information and Communication Technology, 9(3), p.71.
Truong, Y., 2013. A cross-country study of consumer innovativeness and technological service
innovation. Journal of Retailing and Consumer Services, 20(1), pp.130-137.
Venkatesh, V., Thong, J.Y. and Xu, X., 2012. Consumer acceptance and use of information
technology: extending the unified theory of acceptance and use of technology. MIS quarterly,
pp.157-178.
Venkatesh, V., Thong, J.Y. and Xu, X., 2016. Unified theory of acceptance and use of
technology: A synthesis and the road ahead.
Xinhuanet.com 2018. HK's convenience stores introduce WeChat payment - Xinhua |
English.news.cn. [online] Xinhuanet.com. Available at: http://www.xinhuanet.com/english/2017-
08/15/c_136528100.htm [Accessed 5 Mar. 2018].