Understanding Gen Z’s continuance intention in mobile payment: an extended MTAM approach in an emerging market

Purpose This study aims to propose an extended Mobile Technology Acceptance Model (MTAM) to examine the key factors influencing Generation Z users’ attitudes and continuance intention towards mobile payment services in Malaysia, a rapidly developing emerging market. The model incorporates both technological and non-technological constructs to better reflect post-adoption behavioural dynamics. Design/methodology/approach The consistent partial least squares structural equation modelling technique was used, based on 357 valid responses from Malaysian Gen Z participants, to analyse the proposed theoretical framework. Findings The findings reveal that attitude significantly mediates the relationship between mobile payment features and continuance intention. In addition, gamification is shown to positively moderate the attitude–continuance intention link, highlighting its role as a cognitive-affective enhancer in digital financial behaviour. Originality/value This study extended MTAM by incorporating non-technological elements especially from the perspective of monetary reward and grievance redressal. The study also introduces the possible moderating effect of gamification in studying a users’ attitude and continued use perspective in the context of mobile payment service among Gen Z users. By contextualizing mobile payment continuance within Malaysia’s digital financial ecosystem, this study provides localized empirical insights with broader implications for fintech strategies in Southeast Asia and other developing economies.