Finance

Business

Consumer behaviour

Continuance

Marketing

Mobile payment

Expectancy theory

Unified theory of acceptance and use of technology

Payment

Psychology

Social psychology

Journal of Consumer Behaviour

Researchers on online consumer behavior have rarely discussed the subjective well‐being aspect or improving the life quality of the next billion as the bright side. Emerging technologies such as mobile payments have added to the life quality of people by enabling fast and convenient transactions online that can be performed anywhere and anytime. The studies on mobile payments adoption or continued use are majorly focused on the utilitarian aspects. While the firms face stiff competition and struggle to retain customers it is imperative to discuss both the psychological and behavioral aspects of technology use. The proposed theoretical framework integrates the expectation confirmation model, unified theory of acceptance and use of technology (UTAUT) model, and the subjective well‐being aspect to explain the factors that affect the mobile payments continuance intention. This multidisciplinary study makes a novel contribution to the extant literature on online consumer behavior. Data were obtained by surveying 3...

The bright side of online consumer behavior: Continuance intention for mobile payments