This study employs the stimulus–organism–response (S–O–R) framework to predict whether Generation Z users in Vietnam will continue to pay for digital application services. A quantitative research approach was adopted, with primary data collected from users who have prior experience with paid digital subscription applications. Structural equation modeling and mediation variable analysis were utilized to examine the relationships among the constructs in the proposed research model. The disaggregated results of the UTAUT2 model indicate that performance expectancy, effort expectancy, social influence, hedonic motivation, price value, and habit all exert positive effects on e-satisfaction, whereas facilitating conditions show no significant impact. Repurchase intention is directly influenced by effort expectancy, social influence, hedonic motivation, price value, and habit. Furthermore, higher levels of e-satisfaction increase the likelihood that users will continue using the service. In addition, the second-order structural analysis of UTAUT2 confirms its positive direct effects on both e-satisfaction and repurchase intention. The mediating role of e-satisfaction is also supported in the relationship between the second-order UTAUT2 construct and repurchase intention. These findings extend the UTAUT2 theory by conceptualizing it as a second-order construct derived from its seven first-order dimensions. Moreover, the study broadens the application of theories such as Self-Efficacy, Brand Community, and Generational Cohort theory within the context of paid digital application services. Overall, the results provide deeper insights into the influence of UTAUT2 on e-satisfaction and repurchase behavior among Generation Z users of paid digital subscription applications. From a managerial perspective, to enhance customer e-satisfaction and encourage continued usage, firms should prioritize delivering seamless user experiences, engaging features, transparent pricing, and active community participation.