User’s Attitude and Continuance Intention toward Mobile Wallets: A UTAUT – Cultural Values Perspective

This study aims to review the driving factors behind the intention to use and keep using mobile wallets (m-wallets). To this effect, it develops and tests a comprehensive research model based on a modified Unified Theory of Acceptance and Use of Technology (UTAUT) that integrates two cultural variables, namely future orientation (FOR) and gender egalitarianism (GEE). Specifically, the study examines how FOR and GEE influence users’ attitudes (ATT) and continuance intention (CINT) to use mobile wallets, as well as their moderating roles in the relationship between ATT and CINT. Data from 621 m-wallet users surveyed served to test the proposed model. The results, analyzed through partial least squares structural equation modeling (PLS-SEM), showed that FOR has a non-significant effect on ATT but a strong and significantly positive effect on CINT. In contrast, GEE does not exhibit a significant effect on either ATT or CINT. These findings suggest that while individuals’ FOR plays a crucial role in shaping their long-term intention to keep using m-wallets, GEE values do not directly influence users’ attitudes or continuance behavior. Furthermore, the moderation analysis revealed that the interaction between FOR and ATT significantly affects CINT but in a negative way, indicating that higher levels of FOR may weaken the relationship between ATT and CINT. Conversely, the moderating effect of GEE on this relationship was proven to be not significant. By explaining 64.4% of the variance in CINT and 68.8% of the variance in ATT, the proposed model demonstrates its ability to effectively predict attitude toward using m-wallets, which, in turn, predicts continuance use intention. Theoretical and practical implications are also discussed herein.