Factors Affecting the Adoption of Digital Wallets: The Mediating Role of Brand Awareness

Finance, Marketing

This paper examines the reasons why individuals in Bangladesh prefer using digital wallets and the impact of the brand knowledge on that preference. The research was in determining how perceived usefulness, perceived ease of use, promotional offers, digital literacy, and perceived risk influence the decision to use digital wallets. The data is collected by surveys and applied a means of comprehending the reasons why individuals embrace new technology and a means of examining how the factors and adoption are interrelating. It is because the study gathered all data on one occasion and made the people discuss their own experiences. The research has discovered that individuals will tend to use a digital wallet when they believe that it is extremely handy and they are aware and trust the brand and when they believe that the chance of losing money or personal information is high, they tend not. Attitudes regarding perceived ease of use, digital literacy of consumers and promotional offers in the short-term appeared to have no big influence on the willingness to use digital wallets. The fact that the brand awareness was an influential mediating variable between the factors and the decision to use digital wallets was important since trust reduces perceived risk. By incorporating brand awareness to the traditional method of explaining why people adopt new technology, the research found new information about why people adopt digital wallets. To business, and government officials, the findings indicate that, by creating a good brand recognition and trust, more individuals may embrace digital wallets, particularly in locations such as Bangladesh. Nevertheless, since the research was a one-time survey, and individuals were expected to indicate their own emotions, the findings could have been biased and would not be relevant to a wide range of people; the research examined few factors and not all significant issues such as attachment to government regulations or peer pressure. Future studies must gather data with time, include individuals representing various regions and varied age groups, and consider other variables relating to trust, cost, regulations, and the importance of social influence.

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