Customers’ Usage and Brand Experience Toward Branded Mobile Payment Improve Continuous Usage Intention

Launching branded mobile payment becomes an emerging trend, so how to attract consumers’ attention and retain customers has become a tough task. Therefore, we investigate how to keep customers using the branded mobile payment. The research model is based on the customer engagement model and considers rational and affective routes inducing continuous usage intention. The customer engagement model describes the process from customers’ experience of products/services to loyalty. Usability and brand experience are considered at the initial stage. Perceived benefit and inertia are outcomes of the evaluation and then induce customer engagement and continuous usage. This study conducted an online survey. Findings are drawn from analyzing 399 usable collected data. At the stage of experiential product/service, usability is more important than brand experience. In comparison with the influence of rational and affective evaluation, the effect of brand benefit is greater than inertia. Looking into usability, consumers emphasize the navigation of the user interface and user interface graphics design. Consumers pay more attention to functional and symbolic benefits. Consumers’ affective-based inertia contributes more to inertia. Theoretical and managerial implications are also listed.