Exploring Factors Influencing the Continuous Use of Autopay and Subscription Services

Autopayment and Subscription services have become increasingly embedded in digital consumer behaviour as users find their convenience and practical value highly beneficial. This research studies and examines user engagement with Autopayment and Subscription programs, specifically targeting the key factors influencing users’ intention to continue using these services. The study utilized a sample of 360 respondents in Indonesia, collected through Google Form between 30th November 2024-21st March 2025 and processed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0 software, who actively use Autopay or Subscription services and evaluated eight variables, such as trust, perceived ease of use, transaction convenience, digital literacy, hedonic experience, perceived utilitarian value, attitude, and continuous use. Data analysis revealed that trust, ease of use, and convenience impact users’ perception of usefulness and satisfaction, thus affecting their intention to continue using the services. It is also worth pointing out that users with higher levels of digital literacy and those who experienced enjoyment from the services were more likely to have an increased probability of continuous usage.