An Empirical Model of Continuance Intention toward Mobile Wallet Services in India

Abstract

Purpose: A significant increase in smartphone adoption in India has resulted in consumers availing various services through it. Due to the affordable rates of mobile internet, coupled with various other factors, the demand for mobile wallet services for instance, has surged in the past few years, increasing competition. This study aims to investigate some of the important determinants of continuance intention of mobile wallet customers in India. Methodology: We collected 325 responses through an online survey. We adopted all the measurement items of the variables (i.e. both independent dependent) from extant literature, and modified them to suit our study's purpose. We adopted statistical tools, using IBM SPSS, to empirically validate the proposed research model. Findings: Largely, the results revealed that 'consumer satisfaction' was indeed a major determinant of continuance intention. Besides, perceived ease of use, perceived usefulness, and perceived enjoyment had significant influence on continuance intention too. Implications: This study highlights the need for understanding the significant determinants of continuance intention of using mobile wallets, and it also discusses the need for distinguishing mobile wallet users based on their 'usage intensity', which effectively would help practitioners better understand the market segments, and thereby increase profitability through customer loyalty. Originality: This study is unique, as it not only proposes a research model, measuring the post-adoption behavior of mobile wallet users in India, but also confirms its practical applicability through empirical data validation techniques.