This research aims to investigate the determinants of the discontinuance intention of Malaysian consumers to use Alipay. An integrated model was proposed drawing on the theoretical principle of Mental Accounting Theory (MAT) and the Theory of Perceived Risk (TPR). This study extends the MAT-TPR model in the Alipay context by assessing the impact of product-related factors including security risk, privacy risk and perceived complexity, and testing the moderating influence of personal anxiety, as a personal-related factor.
To achieve the objective of the empirical study, the data were obtained from 407 consumers of Alipay and were analyzed through PLS-SEM.
The findings reported that security risk and perceived complexity, as significant inhibitors, significantly influence discontinuance intention while personal anxiety moderates significantly the impact of perceived complexity.
The findings provide policymakers and service providers with empirical insights and guidelines to enhance the postadoption and usage of Alipay by reducing key obstacles such as privacy and security risks. In addition, it helps marketers to understand the formation of the consumers’ decision-making process.
The study contributes to the literature by integrating MAT and TPR and examining the moderating role of personal anxiety in the Alipay context.
