Antecedents of Continuance Intention to Use M-Payment Applications in India

This study explores the antecedents of continuance intentions in the context of electronic word of mouth (eWOM) and its impact on consumer behavior. The study found that traditional antecedents, such as perceived usefulness, perceived ease of use, facilitating conditions, and situational influence, failed to register a significant impact on continuance intentions. However, eWOM emerged as a significant moderator that affects continuance intentions through perceived ease of use. The study defined eWOM as any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the internet. Perceived ease of use refers to the degree to which a consumer believes that using a product or service is effortless and straightforward. The study found that the effect of eWOM on continuance intentions was stronger for consumers who perceived the product or service as easy to use. The study's implications for companies and marketers suggest that eWOM is a powerful tool that can be leveraged to enhance continuance intentions. Specifically, companies should encourage satisfied customers to share positive experiences and reviews online, which can help increase the perceived ease of use of their products or services. In conclusion, the study provides valuable insights into the factors that influence continuance intentions in the context of eWOM, suggesting that companies should focus on leveraging eWOM to promote their products and services and increase customer retention.