Does M-payment service quality and perceived value co-creation participation magnify M-payment continuance usage intention? Moderation of usefulness and severity

Abstract

Purpose: Demonetization and pandemic-related restrictions in India propelled the usage of mobile payments (M-payments). The culture of online smartphone transactions is expected to rise over the coming years, even after things return to normal. This study aims to unveil the factors that escalate the satisfaction levels of M-payment users and eventually stimulate them to continue using M-payments for their daily activities. Design/methodology/approach: This study evaluated the intention to continue using M-payments for 710 users utilizing structural equation modeling and augmenting the technology acceptance model (TAM) as well as the expectation confirmation model (ECM). Mediation and moderation analysis examined the proposed model's direct and indirect relationships. Findings: The findings unveil that perceived value co-creation participation, service quality and cognitive processing magnify user satisfaction, significantly escalating M-payment continuance usage intention. Perceived value co-creation participation and user satisfaction with M-payment partially mediate the linkage among the constructs. Furthermore, perceived usefulness strengthens the link, while perceived severity of security threats weakens the linkage between user satisfaction with M-payment and continuance usage intention. Research limitations/implications: The study's findings could benefit M-payment service providers, users, policymakers and the telecom industry to strengthen India's digital payment framework. Originality/value: The perceived value co-creation participation and cognitive processing domain have not garnered much attention in the M-payment literature. The study strives to comprehend these constructs by widening the purview of TAM and ECM models. It also measures the moderating role of perceived severity of security threats and perceived usefulness to unfurl potential linkages between the identified constructs. © 2023, Emerald Publishing Limited.