The mobile marketing is facing rapid technological advancement nowadays, and there is growing literature on the effects of mobile applications, however, the role of branded applications in influencing consumer adoption remains insufficiently explored. Thus, this study aims to measure the level to which the unified theory of acceptance and use of technology 2 (UTAUT2) variables can affect the adoption behavior towards e-wallets in Jordan. However, with an additional point of view, centered around the internal influence, by replacing the social influence factor with trust factors, in order to test the model with focus on self-created individual perception. Data were collected from 314 e-wallet users in Jordan. The hypotheses for each of the study variables were analyzed through collecting data using online self-administered questionnaires then applying SEM analysis using Smart-PLS software. The results highlighted the significant effect of performance expectancy, effort expectation, habit, price value, and trust in on the continuance intention to use e-wallets in Jordan. Moreover, trust, in particular, was shown to have a remarkable effect on e-wallet Continuance Usage Intention, while also having an effect on the second most Influential variable, performance expectations. On the other hand, effort expectancy mobile wallets use continuance in the setting of Jordan. Finally, Continuance Usage Intention was shown to be a direct function of Continuance Usage behavior, followed by habit.
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