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.自动支付（Autopayment）与订阅服务（Subscription services）已愈发深度融入数字消费者行为体系，因其便捷性与实用价值为用户带来显著裨益。本研究围绕自动支付与订阅服务的用户参与度展开系统性探究，重点聚焦影响用户持续使用该类服务意愿的核心驱动因素。本研究的调研样本为印尼地区360名活跃使用自动支付或订阅服务的受访者，数据通过谷歌表单（Google Form）于2024年11月30日至2025年3月21日期间收集，并借助SmartPLS 4.0软件，采用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling，PLS-SEM）开展分析。受访者需对八项核心变量进行评估，包括信任度、感知易用性、交易便捷性、数字素养、享乐体验、感知实用价值、使用态度与持续使用意向。数据分析结果显示，信任度、感知易用性与交易便捷性会对用户的有用性感知及满意度产生显著影响，进而作用于其持续使用服务的意愿。此外值得关注的是，数字素养水平较高以及从服务中获得愉悦体验的用户，其持续使用服务的概率显著更高。