An integrated model predicting customers’ continuance behavioral intention and recommendations of users: a study on mobile payment in emerging markets

Abstract

The present study combines three models, namely TPB (Theory of planned behavior), Big 5 personality traits, and TAM (technology adoption model), to measure continuance behavioral intention, electronic word of mouth (e-word of mouth), and recommendations of users. Data were collected from 280 respondents using a convenience sampling technique and standardized instruments. Statistical techniques such as reliability, validity, and mediation analysis were carried out through SPSS and Macro Process (Hayes). The study highlighted the importance of TPB, TAM, and Big 5 personality traits models on continuance intention. It identified a few vital dimensions (ease of use, personality, attitude, perceived behavior, subjective norms) that may directly or indirectly affect a user's continuance behavioral intention, satisfaction, personal and electronic recommendations to others. The findings of the study contribute by identifying the relevant determinants of continuance intention; these determinants should be analyzed by marketing firms, payment providers, and policymakers to enhance the continuance of adoption of mobile payment services.

Appendices

Appendix I

Source	Dependent variables	Independent variables	Models used	Findings	Survey country
June (2014)	Continuance intention	Social influence, perceived usefulness, perceived ease of use, personal innovativeness	TAM, UTAUT	personal innovativeness and perceived usefulness are the strong determinants	Texas, the USA
Liébana-Cabanillas et al (2014)	Intention to use	Ease of use, attitude, usefulness, trust, and risk	TAM	Ease of use is the most influential determinant followed by usefulness	Spain, Europe
Lee et al. (2016)	Intention to use	Openness to experience, extraversion, agreeableness, performance expectancy	TAM, Big 5 personality traits	Openness to experience and agreeableness are the most important determinants	Korea
Kim et al. (2016)	Intention to use	Openness to experience, extraversion, agreeableness, ease of use, neuroticism, conscientiousness	TAM, Big 5 personality traits	neuroticism and extraversion have the highest influence	Korea
Thakur (2013)	Continuance Intention	Subjective norms, attitude, perceived usefulness, perceived ease of use	TAM and TPB	performance expectancy, effort expectancy, have the most significant influence	India
Wang (2006)	Intention to use	Self-efficacy, perceived usefulness, perceived ease of use, perceived financial sources, perceived credibility	TAM and TPB	Self-efficacy and perceived credibility found to be most significant	Taiwan

Appendix II

Constructs	Items statements	References used
Attitude	A1: I perceive that mobile payment is a new and unique idea A2: Mobile payment is advantageous in every domain of transactions A3: Mobile payment provides convenience, and it is very trendy A4: Use of mobile payment is the really thrilling and nice experience	Venkatesh et al. (2012)
Subjective norms	SN1: People that are important to me (family, friends) would purchase through mobile payment SN2: People that are important to me (family, friends) would recommend me to purchase through mobile payment	Ajzen and Fishbein (1980)
Perceived behavior control	PBC1: I know how to buy through mobile payment PBC2: I feel that buying through mobile payment is not problematic PBC3: I have enough time to purchase through mobile payment	Taylor and Todd (1955 a, b)
Customer satisfaction	S1: I would feel satisfied with the features of mobile payment SI2: I would feel contented with the features of mobile payment SI3: I would feel comfortable with mobile payments usage SI4: I would feel pleased because it potentially fulfills my needs	Madan and Yadav (2016)
Continuance behavioral intention	CI1: I intend to continue using mobile money services in the future CI2: I will continue using mobile money services in the future CI3: I will regularly use mobile money services in the future CI4: I want to continue using mobile money services rather than discontinue its use CI5: My intentions are to continue using mobile money services rather than any alternative means CI6: I intend to continue using mobile money services in the future CI7: I intend to continue using mobile money services CI8: Next time I am willing to use the mobile money services. (removed) CI9: I will recommend other people to continue using mobile money services. (removed)	Chiu et al. (2005)
Recommendation to use	R1: I would recommend mobile payment to my friends and family to use it, if it is available R2: If I have a worthy experience with mobile payment, I would recommend friends to download the apps of services R3: I would recommend the apps on social platforms if it is worth using. (removed)	Oliveria et al. (2016)
Electronic word of mouth	e-word of mouth 1: I speak of mobile payment to purchase e-word of mouth 2: I am proud to say to others that I am using mobile payment e-word of mouth 3: I strongly recommend people to use mobile payment e-word of mouth 4: I have spoken favorably for mobile payment to others (removed)	Oliveria et al. (2016)
Ease to use	U1: Interaction with mobile payment is clear and understandable U2: Interaction with mobile payments does not require mental effort U3: I think it is easy to use mobile payment to do what I want to do U4: In general, mobile payment is easy to use (removed)	Venkatesh et al. (2012)
Personality	P1: I see myself as someone who is talkative P2: I see myself as someone who is reserved P3: I see myself as someone who is full of energy P4: I see myself as someone who is full of energy P5: I see myself as someone who tends to be quiet P6: I see myself as someone who has an assertive personality P7: I see myself as someone who is sometimes shy, inhibited P8: I see myself as someone who is outgoing, sociable P9: I see myself as someone who is original, comes up with new ideas P10: I see myself as someone who is curious about many different things P11: I see myself as someone who is ingenious, a deep thinker P12: I see myself as someone who has an active imagination P13: I see myself as someone who is inventive (removed) P14: I see myself as someone who values artistic, esthetic experiences (removed) P15: I see myself as someone who prefers work that is routine. (removed) P16: I see myself as someone who likes to reflect, play with ideas. (removed) P17: I see myself as someone who has few artistic interests. (removed) P18: I see myself as someone who is sophisticated in art, music, or the literature. (removed)	Costa et al. (1986)

Appendix III

Variables		Frequency	Percentage
Gender	Males	149	53.3
	Females	131	46.7
Age	21–30 years	31	11.1
	31-40 years	84	30.1
	41-50 years	88	31.4
	51–60 years	52	18.5
	Above 60 years	25	8.9
Education	Graduate	62	22.1
	Post-Graduate	155	55.3
	Others	63	22.8
Occupation	Students	59	21.0
	Service	113	40.3
	Business	65	23.2
	Others	43	15.3
How long you have been using mobile payment services	0–2 years	40	14.3
	2–4 years	83	29.6
	4–6 years	87	31.1
	6–8 years	37	13.2
	More than 8 years	33	11.8