Determinants of consumer attitudes toward using E-Wallet apps: Evidence from Albania

Joana Shima¹*, Ilir Tomorri¹

¹Faculty of Economics, Business and Development, European University of Tirana, Albania
²Faculty of Economics and Agribusiness, Agricultural University of Tirana, Albania

*Corresponding author; E-mail: joana.shima@uet.edu.al

Abstract

This paper examines the level of awareness and understanding of digital wallets among the Albanian population, as well as their willingness to use them. Payment systems have transitioned from reliance on physical cash to transactions conducted through mobile wallet applications. This rapid shift necessitates an exploration of the factors that affect consumers’ attitudes toward using digital wallets. Data was collected from 213 mobile wallet app consumers to empirically examine the factors that affect its adoption. A cross-sectional quantitative survey was conducted among Albanian consumers, and the data were analyzed using correlation analysis and multiple linear regression. Consumer attitude toward electronic wallet adoption was treated as the dependent variable, while performance expectancy, ease of use, trust, incentives, aesthetics, social influence, and satisfaction were included as independent variables. The results indicate that performance expectancy, incentives, and trust are significant positive factors predicting consumers’ attitudes toward adopting mobile wallet apps. In contrast, ease of use, social influence, enjoyment, and aesthetics were found to have an insignificant effect on the adoption of wallet apps. The findings of this study contribute to the understanding of the factors that encourage wallet app adoption and offer valuable implications for wallet service providers, marketers, and academics.

Keywords: e-wallets apps; TAM; UTAUT; digital payment platforms; consumer attitudes; technology adoption

JEL Codes: D12; G23; O33