Customer Attitude toward Digital Wallet Services

Galina Ilieva · Tania Yankova · Yulia Dzhabarova · Margarita Ruseva · Delian Angelov · Stanislava Klisarova-Belcheva

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

The goal of this study is to examine and identify the factors influencing customer attitude toward and intention to use digital wallets (electronic wallets, e-wallets) during and after the COVID-19 pandemic. A total of 257 correctly fulfilled questionnaires from an online survey were summarized. The main features of e-wallet payment systems were classified with a focus on consumer satisfaction via the integration of classic and modern data analysis methods. Structural Equation Modeling (SEM) was preferred to reveal the dependencies between the variables from e-wallets users’ perspective. The designed model can discover and explain the underlying relationships that determine the e-wallets’ adoption mechanism. The obtained results lead to specific recommendations to stakeholders in the value chain of payment processing. Financial regulatory authorities could employ the presented results in planning the development of payment systems. E-commerce marketers could utilize the proposed methodology to assess, compare and select an alternative way for order payment. E-wallet service providers could establish a reliable multi-criteria system for the evaluation of digital wallet adoption. Being aware of the most important components of e-wallets value, managers can more effectively run and control payment platforms, enhance customer experience, and thus improve the company’s competitiveness. As the perceived value of customer satisfaction is subjective and dynamic, measurements and data analysis should be conducted periodically.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2008Technology Acceptance Model 3 and a Research Agenda on Interventions 1982Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory 2003Making Sense of Factor Analysis 2016Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology 2010Structural equation modeling in medical research: a primer

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