The Crucial Understanding of Continuance Usage Intention of Payment Apps in India: Its Profound Implications for Customer Retention

Aryan Agarwal , Nishant Sharma

Continuance Intention, Self-Determination Theory, Service Quality, Perceived Competence, Perceived Autonomy, Perceived Relatedness, Satisfaction, Perceived Usefulness, Regression Analysis, Digital Payments, India.

With the swift growth of digital payment systems in India, grasping the elements that affect users' continuance intention (COI) is essential for maintaining adoption and engagement. This research utilizes Self-Determination Theory (SDT) and service quality to investigate essential factors influencing payment application usage. The research framework includes service quality as an independent variable, whereas perceived competence, autonomy, relatedness, satisfaction, and usefulness mediate user retention. Continuance intention acts as the dependent variable. The research employs regression analysis to evaluate the connections among these variables, utilizing data gathered from various payment app users in India. The findings offer significant insights for app developers, businesses, and policymakers aiming to improve user satisfaction, trust, and long-term engagement. The outcomes underscore the importance of intrinsic motivation, usability, and service quality in influencing user behavior within digital financial ecosystems.

Published Paper   E-Certificate

"The Crucial Understanding of Continuance Usage Intention of Payment Apps in India: Its Profound Implications for Customer Retention", TIJER - TIJER - INTERNATIONAL RESEARCH JOURNAL (www.TIJER.org), ISSN:2349-9249, Vol.12, Issue 4, page no.a988-a999, April-2025, Available :https://tijer.org/TIJER/papers/TIJER2504140.pdf

Volume 12 Issue 4, April-2025

Pages : a988-a999

Paper Reg. ID: TIJER_157587

Published Paper Id: TIJER2504140

Downloads: 000277

Research Area: Commerce All

Country: Ghaziabad, Uttar Pradesh, India

Published Paper PDF: https://tijer.org/TIJER/papers/TIJER2504140

Published Paper URL: https://tijer.org/TIJER/viewpaperforall?paper=TIJER2504140

ISSN: 2349-9249 | IMPACT FACTOR: 8.57 Calculated By Google Scholar | ESTD YEAR: 2014

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.57 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: TIJER (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition