154 Jun Liu / AU-GSB e-Journal Vol 16 No 2 (2023) 154-166

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eISSN: 2773 – 868x © 2021 AU-GSB e-Journal.
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An Examination of the Factors Impacting Student Satisfaction and

Continuance Intention to Use Online Payments in Chengdu, China

Jun Liu*

Received: April 17, 2023. Revised: August 15, 2023. Accepted: August 31, 2023.

Abstract
Purpose: This research investigates factors impacting student satisfaction and continuance intention to use online payments in
Chengdu, China. Quantitative research method serves as the foundation for the study. Service quality, privacy, confirmation,
perceived usefulness, perceived security, satisfaction, and continuance intention are variables according to the Technology
Acceptance Model (TAM), Information Systems Success Model (ISSM), and Expectation Confirmation Theory (ECT), which
construct the conceptual framework of the research. Research design, data, and methodology: In a preliminary study, the Item
Objective Congruence (IOC) Index and the Cronbach alpha statistic were used to assess content validity and internal consistency
reliability. Additionally, 500 students from selected universities were analyzed by the application of confirmatory factor analysis
(CFA) and structural equation modeling (SEM). Results: The results confirmed that service quality and privacy have the strongest
effects on satisfaction. Continuance intention is directly influenced by satisfaction. Conclusions: The service quality of online
payment systems must be improved, and user privacy must be better protected to increase students’ satisfaction with online
payment and their desire to use it in the future. Managers need to take customer information protection very seriously. Moreover,
the relevant agencies will adjust the policy to serve as a foundation.

Keywords : Online Payment, Service Quality, Perceived Security, Satisfaction, Continuance Intention

JEL Classification Code: E44, F31, F37, G15

1. Introduction12 mobiles and other something can use terminal devices.

China's national payment system represents a sizable
Payment processing is exchanged through e-commerce payment mechanism.
websites where the seller and the buyer utilize the bank's There must be two ways to pay electronically: The first is
service for online money transfers. According to the Mobile e-banking, which is done by signing in to an online bank. The
Payment Forum, mobile payment is any commercial second method is a third-party transaction, in which the user
transaction involving a specific good or service that is carried deposits money with a third party, which consequently gets
out over a mobile communication network by users utilizing it from the online savings account—the third-party use

1*Jun Liu, School of Art, Sichuan Technology and Business University, China. ⓒ Copyright: The Author(s)
Email: 407382793@qq.com This is an Open Access article distributed under the terms of the Creative Commons
Attribution Non-Commercial License (http://Creativecommons.org/licenses/by-nc/4.0/)
which permits unrestricted noncommercial use, distribution, and reproduction in any
medium, provided the original work is properly cited.
Jun Liu / AU-GSB e-Journal Vol 16 No 2 (2023) 154-166 155

various payment options, including mobile and fixed phone to analyze global user acceptance of Web-based customer
payments. relationship management (CRM) systems, email, websites,
An increasing variety of offline payment scenarios are digital services, and social media sites such as newsfeeds or
becoming typical as the internet expands. The use of mobile other services.
payments may eventually replace all cash-based transactions.
Online payments have been increasingly popular since the 2.2 Information systems success model (ISSM)
advent of online shops. Younger customers primarily accept
these cutting-edge technologies. Internet payments speed up The IS success model has been employed to analyze how
transactions and reduce the effort for organizations, mobile users behave. A subjective study was carried out by
increasing revenue and cost efficiency (Hasan et al., 2020). Chatterjee and Vrontis (2022) to determine what makes
In principle, Internet payment systems development ended mobile work in health successful. The utilization of
online transaction fraud (Huang, 2009). pervasive computing and the value of u-business were
According to the literature on the subject, online payment examined by Kim et al. (2009a, b) utilizing the success
systems are encouraged to be used since they are more user- model for IS. In line with Lee and Chung (2009), user
friendly for everyone, especially in recent years. The happiness and confidence in mobile payments are influenced
researcher will cover this work's historical evolution, by information quality, interaction design quality, and quality
contemporary challenges, and key concepts before dimensions. Zhou (2013) evaluated critical success elements
introducing the key topics. This study investigates the key for mobile internet website acceptability or the desire to
elements that influence college students' happiness with continue using mobile payment using the IS success model
online payment and their desire to keep using it in Chengdu and other models.
based on prior studies. The investigation focuses on how Pitt et al. (1995) claimed that users needed both physical
Chinese students feel about making payments online. Given hardware and information to use information systems
the pertinent considerations, it is obvious that a quantitative effectively. According to Pitt et al., data systems have
study is required to ascertain how college students in transitioned beyond open platforms to the present open
Chengdu, Sichuan Province, China, rank their satisfaction platform. The quality of the service is therefore becoming
with six essential aspects of online payment. more crucial. DeLone and McLean modified the original IS
success model in 2003 with a revised management
framework that considers essential factors for effective IS
2. Literature Review prediction, such as quality of information, system quality,
service quality, and degree of satisfaction. Information
2.1 Technology Acceptance Model (TAM) quality, service quality, output quality, service quality, level
of happiness, and appraisal of IS all impact how satisfied
Chau and Hu (2002) in the context of healthcare. These consumers are with IS. The overall quality of IS assessed is
research findings indicate that the primary usage referred to as service quality.
determinants are PU and PEOU. The theory of reasoned
action (TRA) by Fishbein and Ajzen (1975) is an established 2.3 Expectation confirmation theory (ECT)
hypothesis that has been widely applied to predict or
characterize people's activity inside a range of areas (Chen et Expectations are illustrated through satisfaction and
al., 2002). The TAM, built on the TRA, was introduced by advantages. As a result, consumers continue to use an IS
Davis (1989); it provides a compelling justification for when they are satisfied and believe it to be useful. The ECT
customer and user satisfaction toward technological was relevant to several key contexts, such as mobile systems
innovation. The TAM is considered more reliable than other and advanced devices used by individuals with physical
models for forecasting behavior about technology adoption limitations (Cho & Lee, 2019; Ting et al., 2018).
(Davis, 1989). The TAM's basic argument is that two Explorations of predicted benefits, contentment, and
perceptions—perceived utility and perceived usability— attitudes for continued intention about mobile banking were
determine a user's continuance intention to utilize a platform supported. This hypothesis was updated by Park (2020) for
or a piece of technology (Shen & Eder, 2009). Davis smart clothing. Additionally, to the elements (confirmation,
(1989) The user's perception of how much using a device will projected benefit, and pleasure) that by creating a system for
help them feel better is known as perceived usefulness. fulfillment, their study also helped to permit continuing
TAM has been used to analyze global user acceptance of purpose through the quality, enjoyment, and usability of the
Web-based customer relationship management (CRM) products and systems.
systems, email, websites, digital services, and social media Additionally, perceived cost, flow state, and satisfaction
sites such as newsfeeds or other services. TAM has been used determine the willingness to reuse wearable smart gadgets.
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ECT was widely employed in knowledge-based industries, social standards. (Bartneck et al., 2021). Chung and Paynter
such as enterprise resource planning (ERP), e-learning, and pointed out that the "freedom to be left free" was the
brokerage firms (Bhattacherjee, 2001). (Liao et al., 2009; definition of privacy. It is the right of individuals,
Roca et al., 2006; Thong et al., 2006). The importance of organizations, or agencies to determine for themselves
ECT is growing. According to the researcher's analysis because of what existing knowledge is shared. Privacy is the
utilizing the TAM model, users' satisfaction, and willingness control over how one's information is utilized. (Borena et al.,
to keep using M-wallets are substantially impacted by their 2013).
perceived usefulness and usability. The TAM model is Consumers' concerns about privacy impact their
topped by perceived security, grievance relief, and trust. inclination to adopt omnichannel marketing (Dinev & Xu,
2011). Chung and Paynter concluded that they claimed that
2.4 Service Quality if they could be sure that their privacy would be maintained,
they would be more likely to purchase. Protecting user
The perception of how much an online store’s service information has become important for organizations,
lives up to a customer’s expectations is referred to as service corporations, and individuals (Borena et al., 2013). The
quality, and it comprises privacy, contact, and responsiveness importance of privacy in attracting new users and keeping
(Fang et al., 2011). The ability of a website to provide current ones has also been recognized (Haq et al., 2018).
services that cater to client demands both during and after the When privacy policies are ensured, consumers will be more
purchasing process is what is meant by the definition of e- likely to provide their personal information to e-commerce
service quality (Demir et al., 2021). Kumar et al. (2021) websites (Agag et al., 2016).
theory that the present study’s perceived quality is an H2: Privacy has a significant impact on satisfaction.
extensive assessment of the standard of mobile payment
systems according to the study. Falk et al. (2006) find that 2.6 Confirmation
delivering improved customer service regarding the dynamic
information flow. In Rahi et al. (2021) research, expectation confirmation
Samar and Mazuri (2019) study conclusions showed a has been established as the second most crucial factor in
significant and favorable correlation between INFQ and predicting whether an Internet banking customer will
service quality. Also thought to have a significant impact on continue using it. In the studies of Shiau et al. (2020), the
boosting trust is the standard of the service. Sonia and degree to which the actual user experience confirms one's
Carmen (2009) argued that online customers have higher initial Expectation is known as confirmation. Confirmation
expectations for the services provided to improve their defines impressions of the consistency between expectations
experience. Customers’ satisfaction and potential value will and actual performance. Le (2022) said that it occurs when
rise thanks to consistent, high-quality service, improving the users of social media experience the anticipated advantages.
likelihood that they will do business with you again (Li et al., Dhia and Kholid (2021) created the expectation
2019). An academic achievement from Zhou (2013) Confirmation Model to determine the elements affecting
mentioned that possibly one of the marketing topics that users' intentions to keep using technology. The degree to
received the most investigation is service quality. Empathy, which a user's use of a certain technology matches his or her
dependability, responsiveness, certainty, and tangibles are expectations for that technology is the affirmation
frequently used to gauge service quality. Heikkila and implementation guide. (Rabaa et al., 2021). Subsequently,
Kelleher (2010) proposed that service quality is one of the this was further backed by the result of Rabaa et al. (2021)
most crucial aspects of a business and customer relationship. confirmation is the extent to which consumers perceive that
Quality of electronic services is becoming crucial for e- their original assumptions are now being fulfilled throughout
success commerce or failure and for giving internet users an actual use (CON).
experience beyond the simple exchange of information. Tsao (2019) found that users' confirmation of continuous
H1: Service quality has a significant impact on satisfaction. information technology uses impacts the technology's PU;
they also discovered that confirmation impacted users'
2.5 Privacy satisfaction. Zhang et al. (2015) also discovered that pleasure,
perceived website quality, and perceived repute are followed
Dinev and Xu (2011) suggested that according to the by confirmation as the factors influencing perceived pricing
value-based concept, everyone has the right to universal advantage. Customer satisfaction and the decision to
privacy, a component of society's moral code. Due to privacy, continue using Internet banking were significantly
people can make their own, non-coerced selections, more influenced by expectation confirmation (Rahi et al., 2021).
accurately predict their behavior, engage in more strategic Expectation confirmation greatly influences client
social interactions, and engage in actions that defy certain satisfaction and their decision to continue using online
Jun Liu / AU-GSB e-Journal Vol 16 No 2 (2023) 154-166 157

banking (Shiau et al., 2020). The favorable impact of that perceptions of the anticipated security risks associated with
confirmation on the anticipated advantages. (Le, 2022). On M-wallet use could be used to define perceived security.
perceived usefulness and trust, a confirmation has a notable According to Othman et al. (2020), users may find it
favorable impact. (Dhia & Kholid, 2021). difficult to utilize technology, stop using it altogether, or
H3: Confirmation has a significant impact on satisfaction. even discourage their friends and family from using it due to
uneasiness. This further demonstrates the significance of
2.7 Perceived Usefulness security in satisfaction since they saw security as
significantly impacting consumer satisfaction with website
According to Khayer and Bao’s study from 2019, quality. (Haq et al., 2018). According to earlier research,
“perceived usefulness” refers to a user’s perception that technical protection and security claims are important
using a certain technology would improve their ability to do elements that might enhance consumers' perceptions of
their obligations. Based on the study of Rahi et al. (2021), security. (Agag et al., 2016). This opinion was further backed
the degree to which a user believes that Internet banking by Limbu et al. (2011), that it has been shown that customers'
could improve work performance is known as perceived satisfaction with online retailers' websites is significantly
usefulness. Gao and Bai (2014) said that it is discovered that influenced by privacy and security. The findings show that
perceived usefulness predicts user behavior both during the satisfaction, trust, and grievance remedy all impact the
initial adoption phase and after adoption. According to Lee continuing intention. (Kumar et al., 2018). Ofori et al. (2017)
et al. (2015) research result, the term “perceived usefulness” demonstrated that customers' trust in mobile payment
relates to the user’s estimation of how much technology will systems is reduced by security concerns, reducing their intent
advance their situation. The extent to which a person thinks to utilize mobile payment systems.
using a life insurer’s app would enhance or improve their H5: Perceived security has a significant impact on
situation. (Davis, 1989). Zhai and Shi (2020) pointed out that satisfaction.
the degree of students’ adoption of mobile technology is
thought to be reflected in their perception of its usefulness. 2.9 Satisfaction
The study by Bhattacherjee (2001), according to past
studies, perceived usefulness, and user satisfaction, as well According to Agag et al. (2016), by contrasting a
as perceived usefulness and intention to keep using customer's post-purchase expectations with the performance
something, are directly associated. Khayer and Bao (2019) they received, one may gauge their level of satisfaction.
posited that revealed that in the setting of Taiwan, perceived Shiau et al. (2020) An effective response to an overall
usefulness and users’ satisfaction and willingness to keep assessment is represented by the emotional state of
using the service were positively and significantly correlated satisfaction (Hok et al., 2021). Satisfaction represents
with each other. User happiness and the intention of Internet emotional openness and a judgment subjectively based on
banking users to continue using the service were expectations (Le, 2022). Customer satisfaction is seen as an
significantly influenced by perceived utility (Rahi et al., evaluation-based response made at some point during the
2021). Users’ enjoyment is also increased by perceived purchase-consumption process (Lee et al., 2015). A mental
usefulness as an extrinsic motive (Gao & Bai, 2014). state called contentment develops over time due to repeated
H4: Perceived usefulness has a significant impact on contact with a telecommunication company. (Gao & Bai,
satisfaction. 2014).
One of the main areas of focus for bank managers is now
2.8 Perceived Security customer happiness (Dauda et al., 2019). User Happiness
significantly affects the decision to continue using a product
"Security" includes protection versus threats to security (Susanto et al., 2016). Positive effects on behavioral and
and privacy, such as deceit, accident prevention, and the loss attitudinal loyalty were observed in the mediatory function
of personal information (Othman et al., 2020). Haq et al. of e-satisfaction (Al-dweeri et al., 2018). Repurchase intent,
(2018) research that security reflects how trustworthy people return intent, loyalty continuation intent, and eventually
believe the processes for transferring, storing, and protecting increased earnings are all influenced by satisfaction (Ofori et
data from malware and hackers are. An online retailer's al., 2017). A consumer is a form of emotion, so making
assurance of security includes the protection of the computer mobile payments easy to use will boost users' enjoyment of
and any financial or credit card data (Agag et al., 2016). the new technology (Humbani & Wiese, 2019). Satisfaction
Aspects of cybersecurity in Internet commerce include influenced the intention to use web-based services (Tsao,
customers' views of the security of online payments and the 2019).
safeguarding of financial information from unwanted access H6: Satisfaction has a significant impact on continuance
(Limbu et al., 2011). Kumar et al. (2018) said users' intention.
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2.10 Continuance Intention Moreover, it shows how essential satisfaction and

perceived utility are to the motivation to continue. Emotional
User's decision to continue utilizing a certain Data openness and expectations-based assessments are two signs
Technologies (IT) that a person has been using is the of contentment (Oliver, 1980). According to Figure 1, the
definition of continuation intention (Rahi & Ghani, 2019). conceptual framework is built using these constructs.
According to Zhao and Song (2022), the continuing intention
is frequently a more reliable indicator when attempting to
anticipate someone's conduct. By asking respondents to
score their intention on, the continuation intention to use is
measured. Their continuing intention is the extent to which
someone now utilizing a mobile phone to make purchases
has developed conscious intentions to do so in the future
(Humbani & Wiese, 2019). Franque et al. (2021) said the
term "continuance intention" describes elements that
contribute to an individual's long-term use of technology by
explaining why they do so. The continuation intention was
the degree to which a person intended to use digital payment
systems to make recurring transactions (Chaveesuk et al.,
Figure 1: Conceptual Framework
2021).
The findings confirm that post-adoption continuing
H1: Service quality has a significant impact on satisfaction.
intention is highly correlated with self-efficacy and customer
H2: Privacy has a significant impact on satisfaction.
satisfaction (Thakur, 2018). asserts that a company's choice
H3: Confirmation has a significant impact on satisfaction.
among customers and a rise in the number of customers who
H4: Perceived usefulness has a significant impact on
buy its products or services result from their ongoing efforts
satisfaction.
to do the right thing (Zhao & Song, 2022). The results
H5: Perceived security has a significant impact on
showed that users' satisfaction with and perceptions of the
satisfaction.
value of IS impacted their intention to continue using it.
H6: Satisfaction has a significant impact on continuance
Intention to continue using technology, like online
intention.
purchasing, is influenced by social pressure and users' desire
to interact with others in online social communities (Al-
maghrabi et al., 2011). For mobile social apps to survive and 3.2 Research Methodology
succeed, it is crucial to comprehend the users' intentions for
continued use (Humbani & Wiese, 2019). The goal of this study is to find out how satisfied and eager
the first, second, third, and fourth-year art students at
Chengdu Technology and Business University, Sichuan
University of Media and Communication, Chengdu
3. Research Methods and Materials University of Electronic Science and Technology, and
Sichuan Film and Television Institute are to continue working
3.1 Research Framework with them. This study uses a quantitative survey approach, the
best way to gather information about students' attitudes and
The current scientific study's methodologies are gauge their psychological reactions. Validity and reliability
examined to build the conceptual framework. Also, it is are specialized measurement studies that must be handled
based on the major theoretical framework of this study, the carefully (Price, 1997). The quality of reported validity and
expectation confirmation theory (ECT), the information reliability, empirical evidence about the measuring
system success model (ISSM), and the technology instrument, can be assessed based on statistical parameters.
acceptance model (TAM). Davis created the first TAM in These parameters provide insights into validity and reliability
1989 to identify the contributing factors, promote that can be quantitatively assessed (Orehek & Petrič, 2020).
technological integration inside an organization, and learn Validity and reliability are methods used to assess the quality
how customers support or reject a particular innovation. The of a study. Both methods can predict whether the research
Is success model, put forth by DeLone and McLean in 1992, process and procedure will go smoothly.
contends that information management and network use Validity is the accuracy of measurement, and reliability is
affect user satisfaction and both the corporate and individual consistency. Item Objective Congruence (IOC) Index was
levels. They later updated the model and included the idea of used to assess the content validity of the doctorate thesis. All
service excellence (DeLone & McLean, 2003). measuring items were passed at a score of above 0.6. The pilot
Jun Liu / AU-GSB e-Journal Vol 16 No 2 (2023) 154-166 159

test and Cronbach’s Alpha were used to assess the internal Target Public Grade Population Proportional
consistency reliability (CA). As a result, all constructs were Universities Sample Size
Sichuan Film and First grade 181 29
approved at a score above 0.7 (Nunnally & Bernstein, 1994). Television Second grade 172 28
The researchers used the gender, age, and frequency of online University Third grade 169 27
payments to determine the demographics of the pupils. 25 Fourth grade 167 27
scale items total, including 4 for service quality, 3 for privacy, Total 3102 500
4 for recognition, 5 for perceived utility, 3 for perceived safety, Source: Constructed by author.
3 for satisfaction, and 3 for intention to continue using, were
also utilized to assess possible factors. The items on the whole
scale were estimated using a five-point Likert scale, with five 4. Results and Discussion
denoting strongly positive and one is strongly negative.
4.1 Demographic Information
3.3 Population and Sample Size
Table 2 summarizes the comprehensive demographic
In four colleges in China's Sichuan Province, characteristics of the 491 respondents. Among all the
undergraduate dance majors made up the survey's target interviewees, male students accounted for 48.7 percent and
demographic. These are Chengdu College of Electronic female students accounted for 51.30 percent, including 26.2
Science and Technology University, Chengdu Media percent at Sichuan Institute of Business and Technology, 25.2
University, Sichuan Cinema and Television Institute, and percent at Sichuan Institute of Media and Communications,
Sichuan Industrial and Commercial University. Although it 26.40 percent at Chengdu College of UESTC, and 22.2
may be tempting to believe that the sample size is less than percent at Sichuan Institute of Film and Television. By school
100, the ideal sample size should be greater than 200. year, first-year students were 25.87 percent, sophomore’s
(Gunduz & Elsherbeny, 2020). As a result, 500 persons are 25.46 percent, juniors’ 24.03 percent, and senior’s 24.64
chosen from the whole population as the ultimate sample size percent. The largest group is in ages between 16 and 22 at
after screenings and quota selection. 95.1 percent. 63.4 percent of respondents use online payment
for over 7 times per week.
3.4 Sampling Technique
Table 2: Demographic Profile
Demographic and General Data Frequency Percentage
This research applied judgmental, quota, and convenience (N=491)
sampling. For judgmental sampling, a two-month online Male 239 48.7%
Gender
payment survey was undertaken using samples from 3,102 Female 252 51.3%
undergraduate dance majors at four Chengdu, Sichuan University SICU 130 26.20%
Province, China institutions. Then, 500 responders were Belong SMU 124 25.20%
CCESTU 129 26.40%
chosen, and the final test sample was created using quota
SFTU 108 22.20%
sampling. The online questionnaire was conducted under Academic First grade 127 25.87%
convenience sampling. After reviewing 500 responses, the Year Second grade 125 25.46%
results of the questionnaire collection revealed 491 valid data Third grade 118 24.03%
and nine invalid data. Fourth grade 121 24.64%
Age 16-22 467 95.10%
23-30 24 4.90%
Table 1: Sample Units and Sample Size
Frequency 2-3 times 59 12.00%
Target Public Grade Population Proportional
(Weekly) 4-7 times 121 24.60%
Universities Sample Size
More than 7 times 311 63.40%
Sichuan First grade 195 32
Industrial and Second grade 214 35 Source: Constructed by author
Commercia Third grade 179 29
University Fourth grade 219 35
First grade 207 33 4.2 Confirmatory Factor Analysis (CFA)
Sichuan Media Second grade 193 31
University Third grade 211 34
Fourth grade 174 28 Confirmatory factor analysis is a method of factor
Chengdu College First grade 221 35 analysis used to test the suitability of factors determined by
of Electronic Second grade 203 33 explanatory factor analysis to the factor structure determined
Science and Third grade 185 30 by hypothesis (Bahadr & Levent, 2022). Confirmatory factor
Technology Fourth grade 212 34
University analysis is a statistical test used to assess an existing
instrument's internal structure when given a new sample
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(Kalkbrenner, 2021). Confirmatory factor analysis tests the They were also an important force in giving advice. The
validity (conformity to structure) of the model formed by the perceived usefulness of 0.903 showed better associative
results of exploratory factor analysis (Erol & Karakaya, 2020). strength. The results show that all the structures have high
The most often used indicator of internal consistency is internal consistency reliability, which is suitable for the
Cronbach’s alpha (“reliability”). When a scale has several research tool in this paper.
items (like Likert questions in surveys or questionnaires), According to Hair et al. (2010), who assume an AVE value
Cronbach’s alpha assesses reliability (Alshare et al., 2017). of 0.50 or above, the structure makes up over fifty percent of
All constructs were approved at a score above 0.7 the variance in their indicator. The total reliability (CR) is
(Nunnally & Bernstein, 1994). In Table 3, Cronbach’s Alpha more than 0.70, the factor load value is greater than 0.50, and
score service quality was 0.843; privacy is 0.84, confirmation the average extraction variance (AVE) value is greater than
is 0.876, and perceived security is 0.895. The satisfaction 0.50, as shown in Table 3.
score was 0.898, With a persistent intention score of 0.882.

Table 3: Confirmatory Factor Analysis Result, Composite Reliability (CR) and Average Variance Extracted (AVE)
Variables Source of Questionnaire No. of Cronbach's Factors CR AVE
(Measurement Indicator) Item Alpha Loading
Service Quality (SQ) Ofori et al. (2017) 4 0.843 0.711-0.874 0.891 0.673
Privacy (PV) Ofori et al. (2017) 3 0.848 0.723-0.821 0.809 0.586
Confirmation (CF) Khan et al. (2017) 4 0.876 0.726-0.790 0.853 0.592
Perceived Usefulness (PU) Kumar et al. (2018) 5 0.903 0.767-0.814 0.895 0.630
Perceived Security (PS) Kumar et al. (2018) 3 0.895 0.772-0.827 0.846 0.646
Satisfaction (SAT) Kumar et al. (2018) 3 0.898 0.794-0.830 0.854 0.661
Continuance Intention (CI) Thakur (2018) 3 0.882 0.799-0.840 0.857 0.666

Confirmatory factor analysis is a higher-level technique factors (Metcalfe & Metcalfe, 2011). The findings of a study
to test the theories presented in explanatory factor analysis to on discriminant validity are shown in Table 5. Any two
determine whether the new findings confirm the models possible variables cannot correlate larger than 0.80, and the
created by the variables and factors (Gülay & Ungan, 2021). value indicated on the diagonal is the square root of AVE.
Furthermore, the relevant thresholds of relative fitting Thus, these quantitative measurements are used to verify
indicators like CMIN/DF, GFI, AGFI, and RMSEA and discriminant validity.
incremental fitting indications like CFI, NFI, and TLI fulfill
the criteria, as shown in Table 4. Thus, all goodness of fit Table 5: Discriminant Validity
measures utilized by the CFA test is valid. SQ PV CF PU PS SAT CI
SQ 0.820
Table 4: Goodness of Fit for Measurement Model PV 0.390 0.766
Statistical CF 0.173 0.232 0.769
Fit Index Acceptable Criteria
Values
CMIN/df ≤ 3.00 (Hair et al., 2010) 1.211 PU 0.122 0.199 0.267 0.794
GFI ≥ 0.90 (Hair et al., 2010) 0.952 PS 0.257 0.287 0.162 0.111 0.804
AGFI  0.80 (Filippini et al., 1998) 0.938 SAT 0.425 0.435 0.254 0.291 0.366 0.813
RMSEA ＜0.05 (Hu & Bentler, 1999) 0.021
CI 0.361 0.387 0.374 0.351 0.221 0.477 0.816
CFI ≥ 0.90 (Hu & Bentler, 1999) 0.992
NFI ≥ 0.90 (Bentler & Bonett, 1980) 0.954 Note: The diagonally listed value is the AVE square roots of the variables
TLI ≥ 0.90 (Bentler & Bonett, 1980) 0.990 Source: Created by the author.
In harmony
Model
with empirical 4.3 Structural Equation Model (SEM)
Summary
data
Remark: CMIN/DF = The ratio of the chi-square value to degree of
freedom, GFI = Goodness-of-fit index, AGFI = Adjusted goodness-of-fit Structural equation model (SEM) verification was done
index, RMSEA = Root mean square error of approximation, CFI = after CFA evaluation in this work. Structural equation
Comparative fit index, NFI = Normed fit index and TLI = Tucker–Lewis modeling (SEM), a statistical method, analyzes multivariate
index.
causal linkages between independent events based on reality
Discriminant validity can be attained if the 95% standard (Davcik, 2014). Marketing and business specialists
error for the relationship between two variables does not commonly use structural equation modeling to evaluate
include a concept (Wang et al., 2019). A tool or technique's fresh empirical, theoretical notions coupled with complex
discriminant validity measures how differently the models (SEM). SEM techniques are used to analyze a
outcomes assessed or attained relate to several criterion particular combination of linear coefficients to see if the
Jun Liu / AU-GSB e-Journal Vol 16 No 2 (2023) 154-166 161

proposed causal explanation is suitable. The combined Table 7: Hypothesis Results of the Structural Equation Modeling
values of CMIN/DF, GFI, AGFI, CFI, NFI, TLI, and Hypothesis (β) t-Value Result
RMSEA are all above the acceptable range following
AMOS version modification, as shown in Table 6. The H1: SQ→SAT 0.342 7.190*** Supported
outcomes demonstrate the model's strong fit. H2: PV→SAT 0.313 6.212*** Supported
H3: CF→SAT 0.133 2.843** Supported
H4: PU→SAT 0.239 5.097*** Supported
Table 6: Goodness of Fit for Structural Model H5: PS→SAT 0.265 5.481*** Supported
Statistical Statistical H6: SAT→CI 0.555 10.02*** Supported
Values Before Values Note: *** p<0.001, ** p<0.01
Index Acceptable Criteria
Adjustment After Source: Created by the author
Adjustment
CMIN/df ≤ 3.00 (Hair et al., 2.254 2.195
2010) According to the survey findings in Table 7, H1 states
GFI ≥ 0.90 (Hair et al., 0.900 0.904 that service quality is a significant factor in determining
2010) satisfaction when this structural technique's standardized
AGFI  0.80 (Filippini et 0.879 0.883 path parameter threshold is 0.342. A broad assessment of a
al., 1998) company's quality impacts customer happiness, purchase
RMSEA ＜0.05 (Hu & Bentler, 0.051 0.049
intention, and business performance (Jaiyeoba et al., 2018).
1999)
CFI ≥ 0.90 (Hu & Bentler, 0.947 0.950
Much research has examined the relationship between
1999) service quality and customer satisfaction. Rust and Zahorik
NFI ≥ 0.90 (Bentler & 0.909 0.913 (1993) assert that raising service quality should increase
Bonett, 1980) perceived quality, client loyalty, and satisfaction.
TLI ≥ 0.90 (Bentler & 0.941 0.944 Privacy has a significant impact on happiness in H2,
Bonett, 1980)
Not in In harmony according to the research, and its standardized path
harmony with coefficient is 0.313. A lack of security prevents customers
Model
Summary
with empirical from adopting online banking quickly. A recent study by
empirical data Yang et al. (2015) shows that customers' trust in mobile
data
Remark: CMIN/DF = The ratio of the chi-square value to degree of payment services is lowered due to privacy concerns, which
freedom, GFI = Goodness-of-fit index, AGFI = Adjusted goodness-of-fit reduces their satisfaction with using mobile payment
index, RMSEA = Root mean square error of approximation, CFI = systems.
Comparative fit index, NFI = Normed fit index and TLI = Tucker–Lewis The observable statistical outcomes of H3 indicated that
index.
recognition significantly impacted pleasure. The standard
coefficient in this quantitative study is 0.133, and the t-value
4.4 Research Hypothesis Testing Result is 2.843, which has a big influence. An extensive correlation
between affirmation and user pleasure has been
With a standardized path coefficient (β) of 0.555 (t-value demonstrated, supported by prior studies on usage
= 10.02***), satisfaction has the largest influence in this persistence (Veeramootoo et al., 2018). Mobile banking
quantitative technique. It directly and substantially impacts apps will boost customer happiness if expectations are
continuing usage, as shown by the data in Table 7. The realized (Susanto et al., 2016). According to Khayer and Bao
second-strongest significant interaction between service (2019), user happiness will rise if the preseason expectations
quality and customer satisfaction was 0.342 and a t value of of Paytm users are met with the experience.
7.190***. Moreover, H4 demonstrates by a common coefficient
Also, perceived safety considerably influenced value of 0.239 and t-value of 5.097 that perceived usefulness
satisfaction, with a value of 0.265 (t-value 5.481***), strongly influences contentment. Previous research has
perceived usefulness significantly affected contentment, and shown how perceived usefulness influences enjoyment and
privacy significantly affected satisfaction, with a value of usage retention (Bhattacherjee, 2001). PU impacts users'
0.313 (T-value 6.212***). As a result, recognition had the satisfaction with the continued availability of online services,
least impact on satisfaction in this measurable survey, with according to Kang and Lee (2017). Perceived utility
a standardized path coefficient (β) of 0.133 (T-value = considerably influences consumer contentment, claim
2.843**). Hoehle et al. (2012).
162 Jun Liu / AU-GSB e-Journal Vol 16 No 2 (2023) 154-166

With an expected value of 0.265 and a t-value of 5.481, 5.2 Recommendation

H5 further supported that felt security considerably
influenced satisfaction in this survey. Security is users' main The researchers provide the following helpful guidance
worry while utilizing financial transaction services, for upcoming online payments based on the findings of the
according to Kumar et al. (2018). More security would be 491 quantitative surveys. First off, in this study, student
expected by seasoned users, who would appreciate the propensity to use online payment is significantly influenced
experience more and be more likely to use online banking by satisfaction. Many students still opt for online payments
services. (Hanafizadeh et al., 2014; Yaya & Marimon, 2011; due to the positive effects of relatively high levels of
Yoon, 2010). satisfaction. In order to increase customer acceptance of this
The statistical score of the standard coefficient of online payment method and increase payment efficiency, the
positive impact H6, was 0.555, and the t-value was 10.02, online payment operation platform should pay greater
concluding that satisfaction was substantially connected attention to consumer satisfaction ratings.
with ongoing usage. This is the study's first significant area The effectiveness of online payment services will also
of satisfaction. Customers' willingness to continue utilizing boost customer satisfaction. In this study, five possible
mobile payment systems is influenced by their level of characteristics impact student happiness, with service
satisfaction (Gao & Bai, 2014). According to a survey, quality having the most impact. In order to ensure that
customers are more inclined to stick with a service or students understand how much simpler, clearer, and more
product if they are happier (Thakur, 2018). Contentment convenient the various operations of the online payment
significantly influences CI and functions as a mediator platform are than the traditional offline payment, the
between CI's antecedents and its actual CI, according to a competent unit and the online payment platform should
study (Chang & Zhu, 2012). improve the service quality in the future online payment
process. This will be reflected in the further optimization of
the online payment platform program design. As a result,
5. Conclusion and Recommendation this suggestion will significantly raise students' happiness
with using online payment systems.
5.1 Conclusion and Discussion The payment platform should also provide a more
logical payment procedure and a more appealing interface
from the standpoint of perceived utility. Pay attention to the
At four colleges in Sichuan Province, China, this study
customer experience, regularly gather customer input, and
seeks to identify the variables that significantly affect
make focused modifications. Furthermore, rules and
college students' happiness with online payment and
regulations should be created to control straight-line
willingness to continue using it. The conceptual framework
payment behavior regarding perceived security and privacy.
puts out six hypotheses to investigate how certain service
Improve the identification of students who use online
quality, privacy, validation, perceived utility, perceived
payment platforms, strengthen the protection of personal
safety and satisfaction, and intention of sustainable usage
information, increase the unlawful cost of information
interact. 491 undergraduate students with experience with
selling and disclosure, and guarantee the security and
online payment methods responded to surveys to ascertain
privacy of online payments. At last, students' satisfaction
the relationship between these variables. To ascertain if the
with online payment will significantly improve when the
data fit into a certain theoretically generated measurement
service quality, perceived usefulness, security, privacy, and
model, confirmatory factor analysis (CFA) is utilized. The
recognition of online payment are prioritized based on the
link between observable and possible factors impacting
conditions above, and they intend to continue using online
satisfaction and the ongoing usage of observed and potential
payment.
variables was further evaluated using structural equation
models (SEM). 5.3 Limitation and Further Study
The most significant direct relationship between the
intention to continue using and pleasure was discovered by Three areas highlight the study's limitations: First, the
this study. Satisfaction is significantly influenced by service conceptual framework excluded several additional variables
quality. Moreover, satisfaction is significantly influenced by that substantially affected observations, whereas just six
perceptions of security, privacy, usefulness, and efficacy, possible variables that directly or indirectly affected
and the standardized indirect effect is small. intentions were included in the analysis. Second, only four
universities were examined, and other, more significant
institutions and organizations were left out of the study's
scope. Third, this report's sample size is comparatively small.
A greater sample size is better for the data's accuracy.
Jun Liu / AU-GSB e-Journal Vol 16 No 2 (2023) 154-166 163

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