Factors Influencing Gen Z Domestic Tourist Behavioral Intentions to Use MAE (Maybank) Mobile Payment in Kuala Lumpur: An UTAUT Perspective

This study investigates factors influencing Gen Z domestic tourists’ behavioural intention (BI) to use MAE (Maybank) mobile payment in Kuala Lumpur. Drawing on UTAUT, this study examine performance expectancy (PE), effort expectancy (EE), facilitating conditions (FC), perceived enjoyment (PEJ), and trust (TR). A quantitative survey (n=100) of Gen Z domestic tourists who use MAE employed validated multi-item measures on a five-point Likert scale. Reliability was satisfactory across constructs (α=.72–.96). Analyses (SPSS 29) comprised descriptive statistics, Pearson correlations, and multiple regression. Results show that EE (β=.341, p<.001), PEJ (β=.305, p=.003), and PE (β=.195, p=.024) significantly predict BI, whereas FC (p=.535) and TR (p=.371) are not significant. The model explains 71.3% of the variance in BI (R=.845, R²=.713, Adj. R²=.710). These findings suggest that ease of use, enjoyable user experience, and perceived efficiency are primary drivers of MAE usage among Gen Z domestic tourists, while infrastructural support perceptions and general trust do not add unique explanatory power once other factors are considered. The study extends UTAUT II to a tourism-payments setting and highlights the salience of hedonic motivation. Practical implications include prioritizing intuitive interfaces and engaging features; limitations include convenience sampling and a single-city context.