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

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.