Examining AI-Mobile payment applications through ISSM and perceived value theories: The role of alternative attractive service design options

• Raigul Doszhan ^[1] ; Richard Glavee-Geo ^[2] ; Ademi Sabidullina ^[1] ; Gaukhar Zhanibekova ^[4] ; Sariya Baimukhanova ^[1] ; Aijaz A. Shaikh ^[3]
  1. [1] Al-Farabi Kazakh National University

     Al-Farabi Kazakh National University

     Kazajistán

     
  2. [2] Norwegian University of Science and Technology

     Norwegian University of Science and Technology

     Noruega

     
  3. [3] UCSI University

     UCSI University

     Malasia

     
  4. [4] Kainar University

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• Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 32, Nº. 2, 2026
• Idioma: inglés
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  • Drawing on social presence and perceived value theories, this article uncovers key antecedents and consequences of perceived value in artificial intelligence-enabled mobile payment applications (AI-MPA). This research contributes to social presence and perceived value theories and advances the literature on artificial intelligence, mobile banking, and payments by empirically testing a conceptual model using a cross-sectional data set collected from AI-MPA users in Kazakhstan. Our findings indicate that perceived security and system quality are the key antecedent factors in the ISSM that predict perceived value. With regard to the outcomes of perceived value, our initial model shows that perceived value is a significant driver of e-WoM and sustained usage behaviour, but the ‘decomposed and respecified model’ analysis reveals that utilitarian value is the primary driver of these behaviours. Perceived value influences customer recommendation behaviour; however, this is also dependent on the availability of alternative service options. Utilitarian value drives recommendations and continued usage when attractive alternative service options are absent. To the best of our knowledge, this is the first empirical study to investigate consumer perspectives on AI-MPA by integrating ISSM and perceived value theories, particularly in the context of competing alternative services.