This study centers on the factors influencing the continuous intention to use mobile payment platforms in south-east, Nigeria. Although the extant literature is gorged with studies on mobile payment technology adoption behaviour, empirical investigations that examine the predictors of continuous use of mobile payment platforms in a typical developing economy with huge informalities is lacking and under-reported. The broad objective of this study is to empirically investigate the factors that influence the continuous use of mobile payment platforms in South-east, Nigeria. In order to achieve this objective, positivism was adopted as the research philosophy while the area of study comprised Enugu city, Awka, Umuahia, Abakaliki and Owerri. The study population comprised active users of mobile payment platforms. The sampling technique adopted was quota sampling and a sample size of 600 respondents was statistically determined using Bill Godden Formular. The research instrument was questionnaire; validity test of the instrument was done using face and content validity while the reliability test was conducted using Cronbach’s alpha coefficient. The hypothesized relationship was tested using Multiple Linear Regression. It was found out that effort expectancy, social influence, facilitating conditions, intrinsic motivation and prior experience were positively significant to continuous intention to use mobile payment platforms while performance expectancy and price value are not. It was concluded that when used for predicting continuous intention to use mobile payment platforms in the innovation marketing field, the unified theory of acceptance and use of technology should be extended to include variable such as prior experience. It was recommended that mobile payment service providers should design and develop incentives that will encourage frequent usage, they should use social media influencers among others.
Keywords: Developing Economy, Nigeria, continuous intention, mobile payment platforms, unified theory of acceptance and use of technology
