Factors Affecting the Continuance Intention of Touch n’ Go E-wallet during the Post Pandemic In Malaysia

Siew, Pik Wah (2023) Factors Affecting the Continuance Intention of Touch n’ Go E-wallet during the Post Pandemic In Malaysia. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

In the wake of the COVID-19 pandemic, e-wallet usage has surged globally as cashless transactions became increasingly popular for safety and convenience reasons. Malaysia is no exception, and the Touch n’ Go e-wallet has emerged as one of the most widely used mobile payment applications in the country. Despite the initial surge in adoption, it remains unclear whether users will continue to use e-wallets such as Touch n’ Go in the post-pandemic era. As ewallets continue to grow in popularity, understanding the factors that influence their continued use is becoming increasingly important. This study aims to investigate the factors that affect the continuance intention of Touch n’ Go e-wallet usage during the post-pandemic in Malaysia. Specifically, the study utilizes the Theory of Planned Behavior (TPB) and Stimulus-Organism Response (SOR) framework to examine the effects of utilitarian value, hedonic value, and social value on the continuance intention of e-wallets. Moreover, the study investigates the mediating roles of consumer attitude and consumer engagement, as well as the moderating effects of social norms. A quantitative research design using a cross-sectional survey approach was employed, and data were collected from 419 Touch n’ Go e-wallet users in Malaysia. Statistical Package for Social Sciences (SPSS) and Partial Least Square – Structural Equation Modelling (PLS-SEM) was used to analyze the data. The results of the study reveal that utilitarian value, hedonic value, and social value significantly affect the continuance intention of Touch n’ Go e-wallet usage. Specifically, utilitarian value has the most significant effect, followed by hedonic value and social value. Additionally, the study found that consumer attitude mediates the relationship between independent and dependent variables. Furthermore, social norms were found to moderate the relationship between consumer attitude and continuance intention of e-wallets. The findings of this study contribute to the literature on e-wallet usage by providing empirical evidence on the factors that affect continuance intention. The study's use of TPB and SOR frameworks provides a novel approach to understanding the factors that influence e-wallet usage. Additionally, the study's findings on the mediating roles of consumer attitude and consumer engagement provide insights into the psychological mechanisms that drive e-wallet usage. The study also has significant implications for e-wallet providers and policymakers in Malaysia. Firstly, the study suggests that e-wallet providers should focus on developing features that appeal to both utilitarian and hedonic values to enhance users' continuance intention. Secondly, the study highlights the importance of social value in shaping users' continuance intention, suggesting that e-wallet providers should focus on improving social aspects of their services. Thirdly, the study indicates that consumer attitude and consumer engagement play vital roles in shaping users' continuance intention, suggesting that e-wallet providers should consider strategies that encourage positive attitudes towards their services and increase user engagement.