Chat, Tap, Scan, Pay, and Repeat: WeChat Pay’s Continuous Usage Intention Through the S‐O‐R Model

China’s digital payment landscape is dominated by WeChat (WC), a multifunction social networking platform imbued with a third‐party payment application. This study explores the factors that drive the intention to continuously use WC Pay. We propose a framework underpinned by the stimulus‐organism‐response (S‐O‐R) model to examine how WC interactivity and consumer‐to‐consumer interaction influence WC‐enabled behavioral engagement and subsequent continuance use intention through perceived value and perceived risk dimensions. Additionally, the study examines personal innovativeness and anxiety as potential moderating factors influencing the link between WC‐enabled behavioral engagement and its precursors. Data from 407 Malaysian consumers was gathered using an online survey and analyzed using partial least squares structural equation modeling (PLS‐SEM) and moderation testing. The results demonstrate that WC interactivity and consumer‐to‐consumer interaction indirectly enhance WC‐enabled behavioral engagement and the continuance of the platform’s use intention through perceived functional and social value. The risk of information exposure does not influence WC‐enabled behavioral engagement. In addition, personal innovativeness and anxiety do not serve as moderating variables in the proposed research model. This research contributes to the social media and mobile payment literature by offering a deeper understanding of the drivers and moderating factors affecting the sustained use of WC Pay in Malaysia. Insights derived from this study’s findings can inform service providers, marketers, and policymakers to craft practical strategies for bolstering WC Pay’s continuous adoption.