Hedonic and utilitarian drivers of generation Z’s continued use of mobile payment service

Abstract

In recent years, mobile payment systems have become widely used by Generation Z, yet the drivers of long-term use remain underexplored. This study examines how  and utilitarian values jointly influence the sustained use of mobile payment services, particularly among university students. Unlike prior research focused on initial uptake, this study shifts attention to ongoing engagement and highlights that emotional satisfaction and practical convenience together shape Gen Z’s payment behaviour over time. The results indicate that pleasurable user experiences are as crucial as efficiency and reliability in sustaining young consumers’ commitment to these platforms. By recognising the dual importance of enjoyment and functionality, service providers can better tailor mobile payment offerings to Gen Z preferences, thereby fostering long-term user loyalty in this demographic.