Factors Affecting Decisions to Use E-wallet on Smartphone among Generation Z in Songkhla Province

This research aims to determine factors affecting attitude, trust, perceived benefits, and perceived ease of use on a decision to use service of e-wallet through application among Generation Z in Songkhla province. Respondents were 400 Generation Z who have had an experience with the use of e-wallet through application. Questionnaire was used to collect data in the present study. The Partial Least Squares Structural Equation Modelling (PLS-SEM) was the method of data analysis. The results indicated that perceived ease of use and attitude were two significant factors affecting a decision to use service of an e-wallet through application among Generation Z. On the other hand, trust and perceived benefits did not show a significant effect on Generation Z’s decision to use service of e-wallet through the application. The findings were beneficial for e-wallet developing companies to gain an insight into factors influencing decision on service usage for creating effective marketing strategies.

کلیدواژه ها:

decision on service usage ، electronic wallet ، Generation Z