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Journal Journal of Management and Administration ProvisionJournal of Management and Administration Provision Abstract

This study explores the role of Hedonic Motivation, Price Value, and Habit in predicting e-wallet adoption among Generation Z consumers in Manado City. Employing a quantitative approach with an explanatory survey design, data were collected from 100 Gen Z e-wallet users in Manado via an online questionnaire, then analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The findings indicate that all three variables positively and significantly influence e-wallet adoption. Habit emerged as the most dominant predictor (β=0.457), followed by Price Value (β=0.321), and Hedonic Motivation (β=0.189). The model explains 68.5% of the variance in e-wallet adoption (R2=0.685) and demonstrates strong predictive relevance (Q2=0.452). Practical implications suggest that e-wallet service providers and businesses in Manado should reinforce usage habits, offer competitive price value, and enhance hedonic experiences to foster sustained adoption among Gen Z. Although limited to a Gen Z sample in Manado, this research provides new empirical insights into intrinsic factors influencing consumer technology adoption.

Conclusion

The study concludes that habit, price value, and hedonic motivation significantly influence e-wallet adoption among Generation Z consumers in Manado City, with habit being the most dominant factor.These findings validate the applicability of the extended UTAUT2 model in understanding the adoption of financial technology within a specific generational and regional context.The results offer practical implications for e-wallet providers, policymakers, and future researchers to enhance adoption strategies and further explore relevant factors.

Future Research

Penelitian lanjutan sebaiknya menyelidiki pengaruh faktor sosial, seperti norma subjektif dan pengaruh teman sebaya, terhadap adopsi e-wallet di kalangan Gen Z di Manado, mengingat pentingnya interaksi sosial dalam pengambilan keputusan generasi ini. Selain itu, penelitian perlu memperluas cakupan dengan mempertimbangkan variabel kontekstual seperti tingkat kepercayaan terhadap teknologi dan infrastruktur digital di Manado, untuk memahami bagaimana faktor-faktor ini memoderasi hubungan antara motivasi, nilai, dan kebiasaan dengan adopsi e-wallet. Terakhir, studi kualitatif dapat dilakukan untuk menggali lebih dalam pengalaman dan persepsi Gen Z terhadap e-wallet, termasuk alasan di balik preferensi mereka terhadap platform tertentu dan bagaimana mereka mengintegrasikan e-wallet ke dalam gaya hidup sehari-hari, sehingga memberikan wawasan yang lebih komprehensif dan bernuansa tentang fenomena ini.

References

1. Generation Z’s Adoption of E-Wallet: Understanding factors and Implication for Consumptive Behavior... doi.org/10.1109/ICoSEIT60086.2024.10497467Generation ZAos Adoption of E Wallet Understanding factors and Implication for Consumptive Behavior doi 10 1109 ICoSEIT60086 2024 10497467
2. Percepatan Implementasi Digital Payment Pada UMKM: Intensi Pengguna QRIS Berdasarkan Technology Acceptance... doi.org/10.21831/nominal.v12i1.52480Percepatan Implementasi Digital Payment Pada UMKM Intensi Pengguna QRIS Berdasarkan Technology Acceptance doi 10 21831 nominal v12i1 52480
3. Copenhagen Journal of Asian Studies. doing business chinese way manadonese north sulawesi copenhagen... rauli.cbs.dk/index.php/cjas/article/view/822Copenhagen Journal of Asian Studies doing business chinese way manadonese north sulawesi copenhagen rauli cbs dk index php cjas article view 822

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