Given the topic’s tremendous attention over the past ten years, we cannot completely rule out the excellent establishment of a knowledge structure about adopting digital payments.
However, the extant literature thus far has been insufficient in capturing the motives and mechanisms underlying how and why people adopt digital payment more sustainably in any circumstance. In addressing the knowledge gaps, we developed a conceptual model drawing upon the amalgamation of institutional theory and rational addiction theory by incorporating the moderating effect of digital technology familiarity on the nexus of digital economy ecosystem advancement and digital culture exposure toward continued digital payment adoption behavior through the mediation role of perceived institutionalization of digital payment usage. We empirically examined the conceptual model by involving 1,147 respondents who have actively used digital payments for more than two years in Taiwan.
This study validated that two macro-environmental factors, digital economy ecosystem
advancement and digital culture exposure, significantly enhance continued digital payment adoption behavior. Notably, this study demystified that the institutional behavior mechanism is appropriate for explaining how those two factors can substantially enhance continued digital payment adoption behavior, whereby perceived institutionalization of digital payment usage serves as a vital route for amplifying the impact of digital economy ecosystem advancement and digital culture exposure on continued digital payment adoption behavior.
Then, the findings regarding the boundary condition of digital technology familiarity showed that both the direct effect of digital economy ecosystem advancement and digital culture exposure on continued digital payment adoption behavior and the indirect effect of digital economy ecosystem advancement through perceived institutionalization of digital payment usage diminishes as consumer digital technology familiarity increases. This study advances multiple theoretical implications in the digital adoption literature from the institutional behavior perspective. It also advocates various practical recommendations for those with the most influence in encouraging continued digital payment adoption behavior, such as the government, digital payment service providers, and merchants or retailers.

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