Application of utaut 2 model for purchase decision making on momo's mobile payment towards university student: The context of university of economics Ho Chi Minh city

Abstract

This study was conducted with the aim of investigating and evaluating the factors influencing purchasing decisions using MOMO's mobile payment platform among university students at the University of Economics Ho Chi Minh City (UEH) in Ho Chi Minh City, Vietnam. The study was based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) model and draws on theoretical foundations from consumer behavior and related factors. To accomplish the study's objectives, the author employed a combination of quantitative and qualitative research methods, including statistical analysis and expert consultation. The sample size consisted of 393 respondents who were surveyed using a structured questionnaire. The results of the analysis revealed that the scales of Social Influence, Promotions, and Ease of Use have varying degrees of impact on UEH students' purchasing decisions using MOMO's mobile payment platform. The author's findings support previous research in the field and add to the current knowledge base. Based on the results, the author proposes several policy implications that could contribute to improving the theory and practice of the study.