The moderating role of behavioral and demographic factors on the adoption behavior of digital wallet: Chinese youth perspective

Abstract

The main focus of this thesis is to determine the antecedents which significantly affect the attitude towards digital wallet adoption in the context of Chinese youth and to explore the moderating role of demographic and behavioral factors on the relationships between digital wallet adoption and its antecedents. The sample consists of 212 respondents. The multiple regression results indicated that perceived complexity and trialability have statistically significant relationships with digital wallet adoption. Moreover, the moderated regression analysis showed that the frequency of usage significantly moderates the relationship between the intention to adopt digital wallets and relative advantages. The findings of this thesis not only improve understandings of predictors affecting digital wallet adoption and behavioral differences influencing the degree of adoption but also provide insights for digital wallet service providers to redesign and develop their program in order to increase the rate of satisfaction among customers.