Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers

Citation

Lee, Yi Yong and Gan, Chin Lay and Liew, Tze Wei (2022) Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers. Journal of Marketing Analytics. pp. 1-18. ISSN 2050-3318

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Abstract

This study investigates the factors influencing Generation Y and Z’s satisfaction and perceived enjoyment of using E-wallet. This paper further assesses whether consumers perceived enjoyment and satisfaction with using E-wallet would significantly affect their impulsive buying behavior. PLS-SEM was conducted based on 201 valid responses from active E-wallet users collected through an online survey. The results revealed that perceived interactivity and subjective norm positively influenced perceived enjoyment and satisfaction with using E-wallet, respectively. Perceived risk had no significant impact on perceived enjoyment and satisfaction with E-wallet, whereas visual appeal positively influenced perceived enjoyment but not satisfaction. Moreover, this study found that perceived enjoyment of using an E-wallet positively affected impulse buying while satisfaction with E-wallet had no significant relationship with impulse buying. Implications and recommendations for future research are discussed in this paper.

Item Type: Article
Uncontrolled Keywords: Mobile payment, Satisfaction, Perceived enjoyment, Impulse buying, Visual appeal, Perceived interactivity
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 06 Apr 2022 00:42
Last Modified: 06 Apr 2022 00:43
URII: http://shdl.mmu.edu.my/id/eprint/10041

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