Abstract: “Mobile wallet which manages mobile coupon and membership card in an integrative way is a sort of mobile service which grows fast thanks to its convenience and economic usefulness. However, despite of its fast growth, the increase in short-term users who don’t continue to use mobile wallet has become a critical problem for mobile wallet service providers to create profit. In this paper, to draw major considerations to extend the service use period for mobile wallet users, VAM (Value-based Adoption Model) was applied to verify the factors which affect continuous intent to use. Mobile wallet users feel emotional costs, for example facial consciousness, while using the service, VAM which considers both benefit and sacrifice seems an adequate methodology to study users’ behavior intent. This study aims to classify the factors which affect mobile wallet users’ perceived value into benefit and sacrifice for comprehensive analysis. Then, the impact of perceived value on continuous intent to us”

Keywords: Mobile Wallet, VAM(Value-based Adoption Model), Continuous Intention to Use