WCSE

Strategy to Increase Continued Usage Intention in Digital Payment Applications 1568 Bagus Anugrah Ramadhan, Maya Arlini Puspasari

Abstract— The impact of the COVID-19 pandemic has changed a lot of user’s behavior directly and indirectly, one of which is the transaction system. In Indonesia, the use of digital payment system has increased significantly during the COVID-19 pandemic. Fuel retailers have also adopted digital payments to ease the users while making transaction from mobile applications. One of many strategies to increase customer willingness to stay loyal in particular retail fuel’s brand is to implement a loyalty program within digital payment app. There is a quite big gap of numbers between registered users and active users, where active user numbers are much smaller than the registered user’s, in this digital payment and loyalty program app. This study investigates the role of user experience in evoking emotional relation which predicts continued usage intention for digital payment applications using the theoretical lens of the Pleasure, Arousal and Dominance (PAD) framework. Data were collected from active users of digital payment app. Findings indicate that app experiences generate pleasure, arousal, and dominance emotions among active users of the app. The study has implications for academicians, oil & gas companies, app designers, and other app-based business as it proves significance of a user experience in app on evoking positive PAD emotions in customers and strengthen the explanation of continued usage intentions.

Index Terms— user experience, pleasure-arousal-dominance, continued usage intention, digital payment, product management.

Bagus Anugrah Ramadhan
Department of Industrial Engineering, Universitas Indonesia, Depok, Indonesia
Maya Arilini Puspasari
Department of Industrial Engineering, Universitas Indonesia, Depok, Indonesia

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Cite: Bagus Anugrah Ramadhan, Maya Arlini Puspasari, " Strategy to Increase Continued Usage Intention in Digital Payment Appli, " WCSE 2022 Spring Event: 2022 9th International Conference on Industrial Engineering and Applications, pp. 1568-1580, Sanya, China, April 15-18, 2022.