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

Yi Yong Lee (), Chin Lay Gan () and Tze Wei Liew ()
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Yi Yong Lee: Multimedia University
Chin Lay Gan: Multimedia University
Tze Wei Liew: Multimedia University

Journal of Marketing Analytics, 2023, vol. 11, issue 2, No 10, 244-261

Abstract: 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.

Keywords: Mobile payment; Satisfaction; Perceived enjoyment; Impulse buying; Visual appeal; Perceived interactivity; Perceived risk; Subjective norm (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41270-022-00164-9

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