[3E6-GS-10] AI application:

[3E6-GS-10-01] Identifying quality factors in the maturation of the mobile payment app market

〇Takahisa Kosaka¹, Satoshi Tashiro², Satoshi Nakano³ (1. NIPPON TELEGRAPH AND TELEPHONE EAST CORPORATION, 2. DATUM STUDIO Co. Ltd., 3. Meiji Gakuin University)

Keywords:Behavioral Economics

With the spread of cashless payments, the market for mobile payment apps is becoming increasingly diverse. The growing availability of apps has resulted in increased complexity in the quality factors considered by consumers. However, most of the existing studies on mobile payment apps focus on pre-use expectations rather than on the actual use evaluation of the apps. It is not clear what quality factors which consumers perceive after use are related to the success of the apps. This study exploratorily identifies the quality factors (topics) that attract consumers to choose payment providers using app review data that reflect the actual use evaluation of the app. Specifically, using data from 2019 to 2024 for five major payment apps, we conducted a structural topic model analysis. This allows us to discuss the differences in topics emphasized by each provider and the dynamics accompanying market maturation. The results reveal that the review rating is strongly related to the usability of the apps and the cumbersomeness of the UI/UX. In addition, the topics of quality expectations for point program and UI/UX cumbersomeness increase over time.