Abstract

Purpose: This work investigates determinants of users’ continuance intention to use e-wallets in Vietnam, a rapidly growing digital payment market, and examines how online service factors interact with consumer attitudes and e-satisfaction to affect continuance, and how this influences consumer purchase behavior at the point of sale and channel power dynamics, with implications for retail distribution and supply chain management. Research Design, Methodology, and Approach: An extended Technology Continuance Theory (TCT) model incorporating perceived security, online customer service, e-trust, and merchant network was tested. Data were collected via an online survey of 197 e-wallet users in Ho Chi Minh City, Vietnam. Structural Equation Modeling (SEM) assessed measurement properties and tested hypothesized relationships. Results: Perceived security, e-trust, and merchant network significantly influence attitudes and e-satisfaction, which in turn drive continuance intention to use. Online customer service did not have a significant effect, indicating contextual variation in markets characterized by young, digitally literate users and relatively standardized service quality. Conclusions: The findings refine TCT by identifying boundary conditions for online service factors in emerging economies and offer practical guidance for retailers, distributors, payment providers, and policymakers on prioritizing security, trust-building, and merchant coverage to strengthen channel coordination and operational efficiency.