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Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2

Author

Listed:
  • Allicia Deana Santosa

    (Universitas Siliwangi)

  • Nuryanti Taufik

    (Universitas Siliwangi)

  • Faizal Haris Eko Prabowo

    (Universitas Galuh)

  • Mira Rahmawati

    (Universitas Siliwangi)

Abstract

The emergence of social distancing and stay at home regulations during the COVID-19 pandemic directly affects people’s lifestyle, including baby boomers and X generation. Many of them have started using digital payments for online or offline transactions to minimize contact with others. This study aims to analyze the continuance intention of the baby boomers and X generation toward the use of digital payments using UTAUT2 (Unified Theory of Acceptance Technology). Data were collected from 320 users with an age range of 40–74 who had just started using digital payments during this pandemic. Structural equation modeling has been used to analyze the data. The result indicates that UTAUT indicators positively affect user satisfaction. User satisfaction positively affects inertia. Overall satisfaction and inertia positively affect continuance intention. Therefore, digital payment companies and banks with digital services can expand their target market beyond Millennials and pay more attention to the older generation like baby boomers and X generation. Managers can find the results of this study useful and beneficial to develop their marketing strategy and take advantage of this situation to increase digital payment users to a broader age range.

Suggested Citation

  • Allicia Deana Santosa & Nuryanti Taufik & Faizal Haris Eko Prabowo & Mira Rahmawati, 2021. "Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 259-273, December.
    • Handle: RePEc:pal:jofsma:v:26:y:2021:i:4:d:10.1057_s41264-021-00104-1
    DOI: 10.1057/s41264-021-00104-1
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