Developing an integrated e-wallet continuance model for the Malaysian digital economy

<p dir="ltr">This study investigates the factors influencing e-wallet continuance among consumers and merchants in Malaysia, guided by Expectancy Value Theory (EVT) and extended with transaction-based constructs. Key drivers include intrinsic factors (trust, risk), extrinsic factors (accessibility, seamlessness, innovativeness, government support), mediators (attitude, utilitarian value), and the moderating role of customer engagement. Findings reveal attitudes and perceived benefits as critical for long-term adoption, with managerial implications emphasizing operational efficiency and system integration for merchants. This research provides valuable insights into e-wallet usage and continuance, advancing theoretical understanding, and offering practical recommendations for stakeholders in the digital payment ecosystem.</p>