Date of Publication

4-2019

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Reynaldo A. Bautista, Jr.

Defense Panel Chair

Luz Suplico-Jeong

Defense Panel Member

Miguel Paolo L. Paredes
Rayan Dui

Abstract/Summary

This study aims to provide leads to various industries interested in understanding factors influencing mobile payment adoption in the Philippines specifically amongst Generation X and Y. Apart from determining motivational factors, the research paper also analyzes the similarities and differences in how these two cohorts intend to perform the specific behavior. Conceptual framework of the study relies on the empirically-tested Decomposed Theory of Planned Behavior by Taylor and Todd. Results thru Smart PLS show that indicator variables for Generation Y are all significant except for Perceive Ease of Use and for Generation X, Perceived Behavioral Control is not supported. Furthermore, Multi-Group Analysis was used to assess significant difference in Generation X and Y data sets and concludes that only Self-Efficacy is supported. The results presented allows marketers understand both Generations in the Philippine context.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007909

Keywords

Consumers' preferences; Consumer behavior; Conflict of generations

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Embargo Period

10-6-2022

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