Understanding the Continuous Use, Loyalty, and Recommendation of Digital Payment Platform of Mobile Wallets : An Empirical Investigation in India Using Sor Framework

In the recent past, mobile wallets (m-wallet), a unique type of mobile payment platform, have drawn tremendous interest in numerous emerging markets. By uniquely employing the stimulus organism response (SOR) concept in the conceptual model, the present study explores the continuous usage intentions of the existing users of m-wallet. This study has explored the orgasmic states (O) of the existing m-wallet users based on the stimuli (S) associated with the platform and, finally, the response (R) of the users based on the orgasmic states. A purposeful sampling procedure was adopted to gather responses from existing users of the m-wallet. Structural equation modeling (SEM) was performed on three hundred ninety-six (396) valid responses to test the study hypotheses. The result of the SEM showed that except for awareness, perceived usefulness, compatibility, facilitating conditions, and convenience associated with the m-wallet platform positively impact the users' attitudes. Also, except for touch-free transactions, perceived usefulness, facilitating conditions, awareness, and attitude positively impact the users' behavioral intentions toward the m-wallet platform. Further, attitude and behavioral intentions are found to influence the continuous usage intentions of the users positively. This study strengthens the existing literature on the continuous use of m-wallet. Additionally, this study aids m-wallet service providers in developing tactics to retain existing users and draw in new users to the platform