IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v73y2023ics0969698923000735.html
   My bibliography  Save this article

The moderating influence of brand image on consumers' adoption of QR-code e-wallets

Author

Listed:
  • Hamzah, Muhammad Iskandar
  • Ramli, Faten Aisyah Ahmad
  • Shaw, Norman

Abstract

In a post-pandemic era marked by thriving digital payments and e-commerce transactions due to physical distancing norms, the growth of mobile payments or E-wallets is expected to expand in tandem with the global trend toward cashless payment solutions. However, it is unclear whether this momentum would be sustained for over-the-counter (OTC) retail payments, particularly QR-code E-wallets, that are more affordable and accessible to merchants and customers than NFC-based (near field communication) systems in emerging markets. This study aims to model the interaction effects of brand image in shaping consumers’ E-wallet usage intentions. Incorporating a consumer-brand relationship element (i.e., brand image) should improve the understanding of consumers’ digital service experiences in proximity-based retail encounters. The research model was empirically tested using 305 responses from QR-based E-wallet users in the Klang Valley, Malaysia. Statistical analysis was performed using structural equation modeling (SEM) to test the hypotheses. An empirical examination of the model revealed effort expectancy, social influence, hedonic motivation, and perceived value as significant positive predictors of consumer usage intention. Furthermore, brand image was found to significantly strengthen the positive effect of perceived value and weaken the positive impact of hedonic motivation on the outcome. The study’s key contributions include reaffirming the crucial contingent role of brand image in consumer technology adoption studies and investigating consumer perceptions of QR-based E-wallets, which are expected to gain traction, especially in emerging markets. E-wallet providers should reinforce their value propositions by providing seamless, engaging, and easy-to-use experiences that improve users' brand perceptions.

Suggested Citation

  • Hamzah, Muhammad Iskandar & Ramli, Faten Aisyah Ahmad & Shaw, Norman, 2023. "The moderating influence of brand image on consumers' adoption of QR-code e-wallets," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    • Handle: RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000735
    DOI: 10.1016/j.jretconser.2023.103326
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923000735
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103326?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Meena, Rahul & Sarabhai, Samar, 2023. "Extrinsic and intrinsic motivators for usage continuance of hedonic mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Ritu Agarwal & Jayesh Prasad, 1998. "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology," Information Systems Research, INFORMS, vol. 9(2), pages 204-215, June.
    3. de Blanes Sebastián, María García & Antonovica, Arta & Sarmiento Guede, José Ramón, 2023. "What are the leading factors for using Spanish peer-to-peer mobile payment platform Bizum? The applied analysis of the UTAUT2 model," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    4. Arnould, Eric J & Price, Linda L, 1993. "River Magic: Extraordinary Experience and the Extended Service Encounter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 24-45, June.
    5. Verkijika, Silas Formunyuy & Neneh, Brownhilder Ngek, 2021. "Standing up for or against: A text-mining study on the recommendation of mobile payment apps," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Sharma, Sujeet Kumar & Mangla, Sachin Kumar & Luthra, Sunil & Al-Salti, Zahran, 2018. "Mobile wallet inhibitors: Developing a comprehensive theory using an integrated model," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 52-63.
    7. Zhao, Zhenzhen & Balagué, Christine, 2015. "Designing branded mobile apps: Fundamentals and recommendations," Business Horizons, Elsevier, vol. 58(3), pages 305-315.
    8. Talwar, Shalini & Dhir, Amandeep & Khalil, Ashraf & Mohan, Geetha & Islam, A.K.M. Najmul, 2020. "Point of adoption and beyond. Initial trust and mobile-payment continuation intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    9. Kaur, Puneet & Dhir, Amandeep & Bodhi, Rahul & Singh, Tripti & Almotairi, Mohammad, 2020. "Why do people use and recommend m-wallets?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    10. Zhunzhun Liu & Shenglin Ben & Ruidong Zhang, 2019. "Factors affecting consumers’ mobile payment behavior: a meta-analysis," Electronic Commerce Research, Springer, vol. 19(3), pages 575-601, September.
    11. Boden, Joe & Maier, Erik & Wilken, Robert, 2020. "The effect of credit card versus mobile payment on convenience and consumers’ willingness to pay," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    12. Akiko Arai & Yong Jae Ko & Stephen Ross, 2014. "Branding athletes: Exploration and conceptualization of athlete brand image," Sport Management Review, Taylor & Francis Journals, vol. 17(2), pages 97-106, April.
    13. Mombeuil, Claudel, 2020. "An exploratory investigation of factors affecting and best predicting the renewed adoption of mobile wallets," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    14. Singh, Nidhi & Sinha, Neena, 2020. "How perceived trust mediates merchant's intention to use a mobile wallet technology," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    15. de Luna, Iviane Ramos & Liébana-Cabanillas, Francisco & Sánchez-Fernández, Juan & Muñoz-Leiva, Francisco, 2019. "Mobile payment is not all the same: The adoption of mobile payment systems depending on the technology applied," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 931-944.
    16. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Rana, Nripendra P. & Dash, Ganesh, 2022. "Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    17. Juan Beristain, Jose & Zorrilla, Pilar, 2011. "The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 562-574.
    18. Singh, Nidhi & Sinha, Neena & Liébana-Cabanillas, Francisco J., 2020. "Determining factors in the adoption and recommendation of mobile wallet services in India: Analysis of the effect of innovativeness, stress to use and social influence," International Journal of Information Management, Elsevier, vol. 50(C), pages 191-205.
    19. Grover, Purva & Kar, Arpan Kumar, 2020. "User engagement for mobile payment service providers – introducing the social media engagement model," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    20. Moghavvemi, Sedigheh & Mei, Tan Xin & Phoong, Seuk Wai & Phoong, Seuk Yen, 2021. "Drivers and barriers of mobile payment adoption: Malaysian merchants' perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    21. Dash, Ganesh & Sharma, Kiran & Yadav, Neha, 2023. "The diffusion of mobile payments: Profiling the adopters and non-adopters, Roger's way," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    22. Liu, Yunxin & Dewitte, Siegfried, 2021. "A replication study of the credit card effect on spending behavior and an extension to mobile payments," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    23. Wajeeha Aslam & Marija Ham & Imtiaz Arif, 2017. "Consumer Behavioral Intentions towards Mobile Payment Services: An Empirical Analysis in Pakistan," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 161-176.
    24. Chen, Chia-Chen & Chang, Chin-Hsuan & Hsiao, Kuo-Lun, 2022. "Exploring the factors of using mobile ticketing applications: Perspectives from innovation resistance theory," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    25. Wan Rung Lin & Chun-Yueh Lin & Yu-Heng Ding, 2020. "Factors Affecting the Behavioral Intention to Adopt Mobile Payment: An Empirical Study in Taiwan," Mathematics, MDPI, vol. 8(10), pages 1-19, October.
    26. Hsieh, Pi-Jung, 2021. "Understanding medical consumers’ intentions to switch from cash payment to medical mobile payment: A perspective of technology migration," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    27. Yan, Li-Ya & Tan, Garry Wei-Han & Loh, Xiu-Ming & Hew, Jun-Jie & Ooi, Keng-Boon, 2021. "QR code and mobile payment: The disruptive forces in retail," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    28. Tran, Trang P. & Mai, Enping Shirley & Taylor, Erik C., 2021. "Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective," Journal of Business Research, Elsevier, vol. 125(C), pages 239-251.
    29. Sarkar, Subhro & Chauhan, Sumedha & Khare, Arpita, 2020. "A meta-analysis of antecedents and consequences of trust in mobile commerce," International Journal of Information Management, Elsevier, vol. 50(C), pages 286-301.
    30. Karjaluoto, Heikki & Shaikh, Aijaz A. & Saarijärvi, Hannu & Saraniemi, Saila, 2019. "How perceived value drives the use of mobile financial services apps," International Journal of Information Management, Elsevier, vol. 47(C), pages 252-261.
    31. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    32. Zhenzhen Zhao & Christine Balagué, 2015. "Designing branded mobile apps : fundamentals and recommendations," Post-Print hal-01273668, HAL.
    33. Ramon Palau-Saumell & Santiago Forgas-Coll & Javier Sánchez-García & Emilio Robres, 2019. "User Acceptance of Mobile Apps for Restaurants: An Expanded and Extended UTAUT-2," Sustainability, MDPI, vol. 11(4), pages 1-24, February.
    34. Zhani, Najlae & Mouri, Nacef & Ahmed, Tariq, 2022. "The role of mobile value and trust as drivers of purchase intentions in m-servicescape," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    35. Marcello Tedeschi & Giovanna Galli & Maria Cristiana Martini, 2017. "On and Off-line Purchase Intention: the Role of Brand Trust as Moderator of Risk Perception," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 194-203, October.
    36. Świecka, Beata & Terefenko, Paweł & Paprotny, Dominik, 2021. "Transaction factors’ influence on the choice of payment by Polish consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    37. Arai, Akiko & Ko, Yong Jae & Ross, Stephen, 2014. "Branding athletes: Exploration and conceptualization of athlete brand image," Sport Management Review, Elsevier, vol. 17(2), pages 97-106.
    38. Finken, Silke & Heiduk, Louisa, 2021. "Factors influencing the acceptance of proximity mobile payment in Germany: The example of Apple Pay," Journal of Payments Strategy & Systems, Henry Stewart Publications, vol. 15(1), pages 92-108, March.
    39. Lian, Jiunn-Woei & Li, Ji, 2021. "The dimensions of trust:An investigation of mobile payment services in Taiwan," Technology in Society, Elsevier, vol. 67(C).
    40. Patil, Pushp & Tamilmani, Kuttimani & Rana, Nripendra P. & Raghavan, Vishnupriya, 2020. "Understanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal," International Journal of Information Management, Elsevier, vol. 54(C).
    41. Groß, Michael, 2018. "Heterogeneity in consumers’ mobile shopping acceptance: A finite mixture partial least squares modelling approach for exploring and characterising different shopper segments," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 8-18.
    42. Kaur, Puneet & Dhir, Amandeep & Singh, Naveen & Sahu, Ganesh & Almotairi, Mohammad, 2020. "An innovation resistance theory perspective on mobile payment solutions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    43. Shaw, Norman & Eschenbrenner, Brenda & Brand, Benedikt M., 2022. "Towards a Mobile App Diffusion of Innovations model: A multinational study of mobile wallet adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    44. Shaw, Norman, 2014. "The mediating influence of trust in the adoption of the mobile wallet," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 449-459.
    45. Rayburn, Steven W. & Voss, Kevin E., 2013. "A model of consumer's retail atmosphere perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 400-407.
    46. Zhenzhen Zhao & Christine Balagué, 2015. "Designing branded mobile apps : fundamentals and recommendations," Grenoble Ecole de Management (Post-Print) hal-01273668, HAL.
    47. Marko Sarstedt & Christian M Ringle & Jun-Hwa Cheah & Hiram Ting & Ovidiu I Moisescu & Lacramioara Radomir, 2020. "Structural model robustness checks in PLS-SEM," Tourism Economics, , vol. 26(4), pages 531-554, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dash, Ganesh & Sharma, Kiran & Yadav, Neha, 2023. "The diffusion of mobile payments: Profiling the adopters and non-adopters, Roger's way," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Faten Aisyah Ahmad Ramli & Muhammad Iskandar Hamzah & Siti Norida Wahab & Rishabh Shekhar, 2023. "Modeling the Brand Equity and Usage Intention of QR-Code E-Wallets," FinTech, MDPI, vol. 2(2), pages 1-16, March.
    3. Zhong, Junying & Chen, Tiao, 2023. "Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Rana, Nripendra P. & Dash, Ganesh, 2022. "Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Zhang, Qi & Ariffin, Shaizatulaqma Kamalul & Richardson, Christopher & Wang, Yuling, 2023. "Influencing factors of customer loyalty in mobile payment: A consumption value perspective and the role of alternative attractiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Kajol, K. & Singh, Ranjit & Paul, Justin, 2022. "Adoption of digital financial transactions: A review of literature and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    7. Verkijika, Silas Formunyuy & Neneh, Brownhilder Ngek, 2021. "Standing up for or against: A text-mining study on the recommendation of mobile payment apps," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Mombeuil, Claudel & Uhde, Helena, 2021. "Relative convenience, relative advantage, perceived security, perceived privacy, and continuous use intention of China’s WeChat Pay: A mixed-method two-phase design study," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Talwar, Manish & Talwar, Shalini & Kaur, Puneet & Islam, A.K.M. Najmul & Dhir, Amandeep, 2021. "Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. Shaw, Norman & Eschenbrenner, Brenda & Brand, Benedikt M., 2022. "Towards a Mobile App Diffusion of Innovations model: A multinational study of mobile wallet adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    12. Giacomo Migliore & Ralf Wagner & Felipe Schneider Cechella & Francisco Liébana-Cabanillas, 2022. "Antecedents to the Adoption of Mobile Payment in China and Italy: an Integration of UTAUT2 and Innovation Resistance Theory," Information Systems Frontiers, Springer, vol. 24(6), pages 2099-2122, December.
    13. Neena Sinha & Nidhi Singh, 2023. "Moderating and mediating effect of perceived experience on merchant's behavioral intention to use mobile payments services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 448-465, September.
    14. Oleksandr Melnychenko, 2021. "Energy Losses Due to Imperfect Payment Infrastructure and Payment Instruments," Energies, MDPI, vol. 14(24), pages 1-20, December.
    15. Hong-Wen Lin & Ya-Cing Jhan & Yuan Tseng, 2019. "Behavioral intention of using one-stop mobile application: evidence from department stores," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(12), pages 401-412, December.
    16. Kala Kamdjoug, Jean Robert & Wamba-Taguimdje, Serge-Lopez & Wamba, Samuel Fosso & Kake, Ingrid Bive'e, 2021. "Determining factors and impacts of the intention to adopt mobile banking app in Cameroon: Case of SARA by afriland First Bank," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    17. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    18. Fu, Hsin-Pin & Chang, Tsung-Sheng & Wang, Chia-Nan & Hsu, Hsien-Pin & Liu, Chien-Hung & Yeh, Chih-Yao, 2022. "Critical factors affecting the introduction of mobile payment tools by microretailers," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    19. Egemen Hopalı & Özalp Vayvay & Zeynep Tuğçe Kalender & Deniz Turhan & Ceyda Aysuna, 2022. "How Do Mobile Wallets Improve Sustainability in Payment Services? A Comprehensive Literature Review," Sustainability, MDPI, vol. 14(24), pages 1-30, December.
    20. Moghavvemi, Sedigheh & Mei, Tan Xin & Phoong, Seuk Wai & Phoong, Seuk Yen, 2021. "Drivers and barriers of mobile payment adoption: Malaysian merchants' perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000735. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.