Abstract
As the success of the mobile payment services depends on the considerable facilitators and inhibitors which affect customers' continuance intentions and recommendation of these services, the current study aims to investigate the effects of "reasons for" and "reasons against" on Egyptian customers' continuance intentions to use and recommendation of m-payment services. Based on the behavioral reasoning theory (BRT), the predicted links between values, reasoning constructs, consumer attitudes, continuance intentions to use, and word-of-mouth were constructed. A representative data sample from 350 Egyptian banking customers was analyzed using partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. The findings indicate that both "reasons for" and "reasons against" affect attitude and continuance intention to use m-payment services, which affects WOM. Moreover, relative advantage, mobility, gamification, and service quality are reasons for the intention to continue using m-payment services. In the same vein, image barriers, anxiety, skepticism, and perceived time risk are reasons against continuance intention. In addition, the relative advantage is the major determinant of "reasons for" continuance intention to use m-payment, while perceived time risk is the major determinant of "reasons against" continuance intention to use m-payment . Furthermore, consumer attitude influences customers' continuance intentions to use m-payment services. The results also show that the value of "openness to change" significantly impacts reasons for and against continuance intention to use m-payment . Finally, the current study is the first to investigate continuance intention and actual recommendation of m-payment services using BRT.