The behavioral intention of young Malaysians towards cashless society: Value-based adoption model

• Main Authors: Jingnan, Ju, Teo, Poh-Chuin, Ho, Theresa C. F., Ling, Chen Hooi
• Format: Article
• Language: English
• Published: Cogent OA 2023
• Subjects: HB Economic Theory
• Online Access: http://eprints.utm.my/106378/1/TeoPohChuin2023_TheBehavioralIntentionOfYoungMalaysians.pdf; http://eprints.utm.my/106378/; http://dx.doi.org/10.1080/23311975.2023.2244756

The purpose of this study is to validate the Value-based Adoption Model (VAM) in order to investigate young Malaysians’ e-wallet adoption intentions. A structured questionnaire was used to collect 214 questionnaires. The hypotheses proposed for this study were tested using SmartPLS, a second-generation analysis of partial least squares (PLS). Perceived sacrifice and perceived benefit influenced perceived value (PV). The results have shown that perceived benefit has a higher significance compared to perceived sacrifice on PV. Innovative resistance and privacy risk were found to have a negative impact on perceived value. Market practitioners can utilize this model to create secure, convenient and user-friendly e-wallets, resulting in effective marketing strategies that increase e-wallet adoption intentions among the young Malaysians.