The World Health Organization (WHO) officially declared the coronavirus (COVID-19) outbreak to be a global pandemic on March 11th, 2020 (WHO 2020). Managers can find the results of this study useful and beneficial to develop their marketing strategy and take advantage of this situation to increase digital payment users to a broader age range.ĬOVID-19 has started to gain global attention since January 2020. Therefore, digital payment companies and banks with digital services can expand their target market beyond Millennials and pay more attention to the older generation like baby boomers and X generation. Overall satisfaction and inertia positively affect continuance intention. User satisfaction positively affects inertia. The result indicates that UTAUT indicators positively affect user satisfaction. Structural equation modeling has been used to analyze the data.
Data were collected from 320 users with an age range of 40–74 who had just started using digital payments during this pandemic. This study aims to analyze the continuance intention of the baby boomers and X generation toward the use of digital payments using UTAUT2 (Unified Theory of Acceptance Technology).
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Many of them have started using digital payments for online or offline transactions to minimize contact with others.
The emergence of social distancing and stay at home regulations during the COVID-19 pandemic directly affects people’s lifestyle, including baby boomers and X generation.
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