The behavioral intention of young Malaysians towards cashless society: Value-based adoption model

Abstract

AbstractThe purpose of this study is to validate the Value-based Adoption Model (VAM) in order to investigate young Malaysians’ e-wallet adoption intentions. A structured questionnaire was used to collect 214 questionnaires. The hypotheses proposed for this study were tested using SmartPLS, a second-generation analysis of partial least squares (PLS). Perceived sacrifice and perceived benefit influenced perceived value (PV). The results have shown that perceived benefit has a higher significance compared to perceived sacrifice on PV. Innovative resistance and privacy risk were found to have a negative impact on perceived value. Market practitioners can utilize this model to create secure, convenient and user-friendly e-wallets, resulting in effective marketing strategies that increase e-wallet adoption intentions among the young Malaysians.

Keywords

• E-Wallet
• value-based adoption model
• perceived benefits
• perceived sacrifice
• perceived value
• Malaysia