The Effect of Utilitarian, Hedonic, Monetary and Social Value on Users of Mobile Wallets

Abstract

The purpose of this paper is to explore the factors that affect the usage continuance intention of mobile wallet users. A number of studies on mobile wallets have used various theories like TAM and UTAUT to understand the adoption intention, but the studies on continuous intention are scant. The study findings are based on the data collected from 485 respondents and analysed using AMOS SEM. The role of engagement in the relationship between value and continuance intention was also explored using mediation analysis. The study’s results prove the importance of value in bringing about an engrossed state in the users of mobile wallets, thereby increasing the intention of these users to continue using the wallet. From a theoretical perspective, the study is one of the first to explore the relationship between value, engagement, and continuance intention among mobile wallet users. As far as practical implications are concerned, the study’s results reveal the importance of value in inducing engagement among users and, thereby, loyalty, especially in an industry where the switching costs are low.