Analysis of Factors Affecting User Acceptance and Continuous Use Intention: Take the Financial Service Function of Grab Super App as an Example

This study aims to explore the key factors that influence users' acceptance of financial services features in Grab's super app and their intention to continue using them. Through an in-depth analysis of Grab's business model, branded services strategy and its differentiation strategy for financial services, this paper reveals the multiple factors that drive user acceptance and continued use of Grab's financial services. Research shows that Grab's one-stop service model greatly facilitates users, while platforms that integrate multiple services provide rich user data that helps Grab optimize its services and target its market accurately. In addition, innovations in Grab's financial services, such as GrabPay and the launch of personal credit services, have also significantly improved its market competitiveness and user satisfaction. Through case studies, this study provides Grab with targeted strategy recommendations to optimize user experience and enhance customer loyalty. These findings not only provide a basis for Grab's strategy adjustments, but also provide a reference for other enterprises to effectively integrate and promote financial services in super apps.