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The influence of e-satisfaction on users' e-loyalty toward e-wallet payment apps: a mediated-moderated model

Manaf Al-Okaily (School of Business, Jadara University, Irbid, Jordan)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 19 October 2023




The purpose of this study is to investigate the antecedent factors influencing e-loyalty toward e-wallet payment apps in developing countries (e.g. Jordan). This study also investigates the mediating role of perceived usefulness (PU) and the moderating role of electronic word of mouth (e-WOM) toward these apps.


An online questionnaire was used for data collection from 251 actual users of e-wallet payment apps. To estimate and test the research-proposed model, the partial least squares structural equation modeling (PLS-SEM) was employed.


The results mainly confirm that perceived trust (PT), perceived financial cost (PFC) and perceived ease of use were found to be determinants of PU; perceived security (PS), PT, PFC, perceived ease of use and perceived enjoyment (PE) were found to be determinants of e-satisfaction, whereas e-satisfaction and e-WOM were found to be determinants of e-loyalty toward e-wallet payment apps. Likewise, the results support the significant effect of the moderating effect of e-WOM. Conversely, the direct and indirect impact of PU and perceived health benefits (PHB) on e-satisfaction is not supported; therefore, hypotheses H4, H5 and H9 were rejected.


This study contributes to the understanding of the critical success factors underlying e-wallet apps during and post-COVID-19 era, which can help policymakers in banks and other financial institutions (service providers) to increase the diffusion rate of financial inclusion by the usage of e-wallet apps.



Al-Okaily, M. (2023), "The influence of e-satisfaction on users' e-loyalty toward e-wallet payment apps: a mediated-moderated model", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print.



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