Abstract

This study investigates gender differences issue regarding the effect of platform characteristics on trust and continuance intention in the context of mobile payment. Drawing upon innovation diffusion and trust theory, a research model is developed to examine four significant antecedents of trust for male and female users. An empirical survey was conducted and 740 valid questionnaires were collected from users of Alipay and Wechat pay, which are recognized as two leading mobile payment platforms in China. Structural equation modelling analysis results suggest that security is the most significant antecedent of customers’ trust, followed by platform reputation, mobility and customization. Specifically, a multi-group analysis results indicate that mobility and reputation have more significant influence on trust for males, while customization and security are more important in promoting trust for females. Theoretical and practical implications are discussed in the final section.

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