[Research Contribution] Opportunities and Challenges in Vietnam’s E-wallet Market: What Drives User Retention on MoMo?

Against the backdrop of robust digital payment growth in Vietnam, e-wallets have become one of the key drivers of the digital economy. However, alongside opportunities, the market still faces many challenges related to competition and user behavior, among which customer retention has become a strategic priority for service providers. Therefore, a research team from UEH Mekong, University of Economics Ho Chi Minh City (UEH), conducted an analysis of the overall landscape of Vietnam’s e-wallet market and carried out a case study on the MoMo e-wallet to clarify the factors influencing users’ continuance intention.