The Impact of Virtual Money Application to E-Customer Loyalty in China: An Empirical Study

The virtual money has spread over the young netizens in recent years, especially in China. The new phenomenon related to the virtual money has been paid more attention in literature, from e-service provider and even government. This study applies the modified technology acceptance model (TAM) in order to propose the research model and the paper stands on the point of the impact of the virtual money to e-customer loyalty to reveal the reasons why it is popular. An empirical study involved testing the proposed model, and 151 questionnaires were collected. The findings suggest that e-customer loyalty is highly affected by the virtual money, mainly through effecting on the perceived usefulness and perceived ease of use.