Social Embeddedness and Behavioral Habit in WeChat Pay Adoption Among Guangxi University Students
Abstract
This study investigates the determinants of WeChat Pay usage intention among university students in Guangxi, China, focusing on three core constructs: social influence, price value, and habit. Using survey data from 412 valid responses and multiple linear regression analysis, the results demonstrate that habitual use (β = 0.536, *p* < 0.01) is the strongest predictor of usage intention, confirming the dominance of automated behavioral patterns in payment decisions. Price value (β = 0.108, *p* < 0.05) and social influence (β = 0.103, *p* < 0.01) also exhibit significant but comparatively weaker effects. Contrary to conventional technology adoption models, performance expectancy and effort expectancy show no statistically significant impact, suggesting that mobile payment has transitioned from an "innovative technology" to a "daily utility" among this demographic. These findings provide empirical evidence for understanding payment behaviors in academic settings and offer practical implications for optimizing campus payment services.
Keywords: WeChat Pay, Social Influence, Price Value, Habit, Usage Intention.
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