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Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers

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  • Yi Yong Lee

    (Multimedia University)

  • Chin Lay Gan

    (Multimedia University)

  • Tze Wei Liew

    (Multimedia University)

Abstract

This study investigates the factors influencing Generation Y and Z’s satisfaction and perceived enjoyment of using E-wallet. This paper further assesses whether consumers perceived enjoyment and satisfaction with using E-wallet would significantly affect their impulsive buying behavior. PLS-SEM was conducted based on 201 valid responses from active E-wallet users collected through an online survey. The results revealed that perceived interactivity and subjective norm positively influenced perceived enjoyment and satisfaction with using E-wallet, respectively. Perceived risk had no significant impact on perceived enjoyment and satisfaction with E-wallet, whereas visual appeal positively influenced perceived enjoyment but not satisfaction. Moreover, this study found that perceived enjoyment of using an E-wallet positively affected impulse buying while satisfaction with E-wallet had no significant relationship with impulse buying. Implications and recommendations for future research are discussed in this paper.

Suggested Citation

  • Yi Yong Lee & Chin Lay Gan & Tze Wei Liew, 2023. "Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 244-261, June.
    • Handle: RePEc:pal:jmarka:v:11:y:2023:i:2:d:10.1057_s41270-022-00164-9
    DOI: 10.1057/s41270-022-00164-9
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