A Consumption Value–Behavioural Model for Explaining Mobile Money Continuance Usage Intentions: Evidence From Ghana

ABSTRACT This study investigates how consumer values and behavioural attitudes influence mobile money (MM) continuance usage intentions in Ghana, using two integrated studies. Study 1 employs PLS‐SEM analysis of survey data from 515 MM users, revealing that utilitarian, hedonic and economic values significantly shape attitudes and continuance intentions, while social value shows no significant effect. Study 2 complements these findings through 25 in‐depth interviews examining contextual and experiential factors. The study develops the Consumption Value–Behavioural Model (CVBM) by integrating the Theory of Consumption Values and the Cognitive‐Affective‐Conative framework to explain continuance usage behaviour. Findings demonstrate how functional benefits and emotional engagement drive sustained usage differently across user segments, thereby offering theoretical advances for the technology adoption literature and practical strategies to enhance financial inclusion in developing economies.