Young Generation’s Mobile Payment Adoption Behavior: Analysis Based on an Extended UTAUT Model

Younger generations comprise an essential segment for the mobile payment market to prosper. However, empirical evidence of drivers/barriers young generation’s adoption has been inconclusive. This study intends advance body knowledge on this subject based extended Unified Theory Acceptance and Use Technology (UTAUT), incorporating risk perception bonus/rewards provided by mobile-pay firms. To end, 295 samples with majority being more tech-savvy, namely generation Y Z, were collected from online survey in Taiwan. The results demonstrate uniquely positive effect social influence generations’ behavioral intention adopt payment. While promotional activities are drivers actual usage payment, perceived risks found exert a negative impact, reflecting risk-averse preferences ignorable moderation gender, other hand, suggests absence gender gap use among generations. findings research have important implications development promotion programs motivating