Factors Driving the Purchase of Mobile-Phone Top-Ups Services on Social Commerce Based on a Modified UTAUT Theory

This study explored the factors influencing the behavioral intention of Chinese citizens to purchase mobile-phone top-up services on social commerce from the perspective of WeChat users. The UTAUT was applied as the theoretical framework for the research. A questionnaire instrument was used to acquire the research data from 477 respondents. The data analysis was undertaken by the use of Smart PLS by employing the structural equation modeling (SEM) technique. The results indicate that performance expectancy had a direct significant impact on the purchase of mobile phone top-ups on social commerce. In addition, effort expectancy, electronic word of mouth (eWOM), peer influence, and trust in mobile phone top-up services were respectively positive predictors of both performance expectancy and purchase intentions of mobile phone top-up services on social commerce. Further, the results demonstrate that security was significant in moderating the impact of trust in mobile phone top-up services on the purchase of mobile phone top-up services on social commerce.