Antecedents of Post-Adoption Continuous Usage Intention of E-wallet (Easy Paisa) in Pakistan: A UTAUT Perspective

Abstract

This study investigated the antecedents influencing the intention to continue using the Easy Paisa E-wallet in Pakistan through the lens of the Unified Theory of Acceptance and Use of Technology (UTAUT). The main goal is to analyze the impact of six independent variables Social Influence, System Quality, Self-Efficacy, Effort Expectancy, Performance Expectancy, and Habit on users’ post-adoption continuous usage intention of Easy Paisa. A quantitative research approach was employed, and data were gathered from 316 respondents. The analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS software. Findings from the Structural model showed that System Quality, Habit, and Performance Expectancy have a significant and positive effect on continuous usage intention. However, Effort Expectancy, Self-Efficacy, and Social Influence were not found to be significant predictors. These findings provide practical insights for Fintech developers, marketers, and policymakers to enhance user retention by focusing on key technical and also behavioral determinants that impact the continuous use by Easy Paisa users.