Customer Value Dimensions, Customer Engagement, and Continuance Usage Intention at Different Risk Levels: A Multi-Method Approach

Authors

  • Dhananjay Bapat Indian Institute of Management, Raipur, India
  • Rahul Khandelwal Institute of Management Studies, Career Development & Research, Ahmednagar, India

Keywords:

Customer value dimensions, Customer engagement, Intention to continuance usage

Abstract

The purpose of this study is to investigate the connection between customer value dimensions, customer engagement, and continuance usage intention for digital payment app. The study explores the moderating role of risk levels. The study applied theories of perceived customer value, customer engagement, continuance, and risk. A survey was conducted, and 316 Indian consumers who used digital payment apps participated. The researchers used the partial least squares structural equation modeling (PLS-SEM) technique and fuzzy set qualitative comparative analysis (fsQCA) to test their framework. Using PLS-SEM, the results showed that digital information quality value, emotional value, and price value positively influenced the continual usage intention. Additionally, perceived risk moderated the relationship between emotional and price value with continual usage intention. fsQCA analysis identified different solutions at varying levels of risk: low, medium, and high.

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2025-12-19

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