Beyond Technology Acceptance: Integrating Convenience, Security, and Reward to Explain E-Wallet Adoption among Generation Z in Malaysia

The rapid digitalisation of financial services has accelerated the adoption of electronic wallets (e-wallets), particularly among Generation Z, who are recognised as early adopters of digital technologies. Despite the growing popularity of e-wallets in Malaysia, empirical evidence regarding the factors that influence their adoption remains limited. This study examines the impact of digital marketing on e-wallet adoption among Generation Z by investigating the roles of convenience, security, reward, perceived usefulness, and perceived ease of use. The research is grounded in the Technology Acceptance Model (TAM), which provides a theoretical foundation for explaining users' acceptance of digital payment technologies. A quantitative research approach was employed using a structured questionnaire administered to Generation Z consumers in Malaysia. A total of 367 valid responses were collected and analysed using IBM SPSS through descriptive statistics, reliability analysis, factor analysis, Pearson correlation analysis, and multiple regression analysis. The findings demonstrate that convenience, reward, perceived usefulness, and perceived ease of use exert significant positive effects on e-wallet adoption, with perceived usefulness and convenience emerging as the strongest predictors of users' behavioural intention (e-Wallet adoption), while security produced insignificant results. The results indicate that effective digital marketing strategies enhance consumers' perceptions of the functionality, usability, and trustworthiness of e-wallet services, thereby encouraging greater adoption. These findings provide practical insights for digital payment providers, financial institutions, marketers, and policymakers seeking to accelerate Malaysia's transition towards a cashless economy through targeted digital marketing initiatives and customer-centred service innovations. From a theoretical perspective, this study extends the application of the Technology Acceptance Model (TAM) within the Malaysian digital payment context by integrating marketing-related determinants that influence technology adoption among Generation Z. The study contributes to the expanding literature on digital payment adoption and offers evidence-based recommendations for strengthening digital financial inclusion and promoting sustainable cashless payment ecosystems.

Keywords

Digital marketing; E-wallet adoption; Generation Z

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Beyond Technology Acceptance: Integrating Convenience, Security, and Reward to Explain E-Wallet Adoption among Generation Z in Malaysia

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