Mobile payment services as a facilitator of value co-creation: A conceptual framework

The objective of this study is to explore how mobile payment services can be used to assists in co-creating value for both consumers and merchants from the view of service-dominant logic (S-D logic). This study adopts the view of S-D logic by considering mobile payment an application of technology by which both consumers and merchants integrate their own operant and operand resources to accomplish payment task and thus create desirable value. It builds a conceptual framework to describe such a value co-creation process by applying the expectancy-value theory as a mediation between customers' resources and value created, and by using task-technology fit as a mediation between merchants' resources and value created. In this way, a value co-creation between consumers and merchants can possibly be achieved. No past studies have been found to combine S-D logic with the extant theories to describe mobile payment use behavior. The framework this study builds, therefore, becomes the major contributions of this study.