Customers’ continuance usage of mobile payment during the COVID-19 pandemic

Abstract

Purpose The COVID-19 pandemic has significantly affected how consumers make payment choices. This study aims to develop a comprehensive model explaining customers’ continuance usage of mobile payment during the COVID-19 pandemic by investigating both the pull (positive) factors of mobile payment and the push (negative) factors of cash payment. Design/methodology/approach A survey was conducted on 508 mobile payment users. A quota sampling method was applied to collect the data. Then, the data were analyzed using structural equation modeling. This study employed SPSS and LISREL software. Findings This study reveals that four antecedent factors: favorable attitude toward mobile payment, social influence, facilitating conditions and unfavorable attitude toward cash payment, positively affect the continuance intention to use mobile payment during the COVID-19 pandemic. The finding also corroborates the effect of continuance intention on the actual use of mobile payment. Practical implications This research provides valuable insights for formulating business strategies. The results indicate that mobile payment providers should not only consider the positive aspects of mobile payments but also the negative aspects of cash payment when encouraging the continuance usage of mobile payments to customers. Originality/value This study is among the first to empirically test the effect of unfavorable attitudes toward cash payment on the continuing use of mobile payment. Specifically, the research extends the unified theory of acceptance and use of technology by adding the push–pull-mooring model to enhance the explanatory power.