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The use of marketing intelligence to mitigate digital fraud in m-payments continuance intention
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Orientador(es)
Resumo(s)
Reality nowadays involves the brightness of the digital world but also its threats. Having this in
consideration, we need to be careful and promote an m-payment continuance intention that embraces
this new way of digital life. With this study, we intend to demonstrate how marketing intelligence
could mitigate digital fraud in m-payments continuance intention, merging the expectation
confirmation model (ECM). With that in mind, we posted an online questionnaire that collected 410
valid responses. Through this survey and resorting partial least squares–structural equation modeling
(PLS-SEM), we were able to analyze and verify the suggested theoretical model. The results show that
marketing intelligence influence and digital fraud prevention have an affirmative impact on use and
satisfaction and propose that use and satisfaction influence the m-payment continuance intention.
The moderator construct – information security awareness – has an immediate effect on the
relationship between use and satisfaction. All of this contributes to the theoretical and practical
implications
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
M-payments Continuance intention Digital fraud prevention Marketing intelligence