A study on the impact of design attributes on E-payment service utility

• We study the impact of design attributes on consumers’ utility of using E-service.
• We show that conjoint analysis can be used for studying service design problems.
• A set of tailor-made design attributes of an E-service reduces its perceived risk.
• The impact of design attributes is moderated by the risk of the payment channel.

Prior research has shown how consumer perception, when risk is an important factor, may affect the adoption and the usage of E-payment service. Given this general knowledge, this study investigates the more specific issues of the mix of design attributes to drive consumer choice in using E-payment services. Using six design attributes defined by a group of practitioners and E-payment service users using the Delphi method, an online conjoint experiment is conducted. We find out how these design attributes may affect consumer choice under risk and the rank order of the magnitudes of their effects.