Date of Publication
Master of Science in Marketing
Ramon V. Del Rosario College of Business
Marketing and Advertising
Reynaldo A. Bautista, Jr.
Defense Panel Chair
Defense Panel Member
Miguel Paolo L. Paredes
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.
Consumers' preferences; Consumer behavior; Conflict of generations
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Valencia, M. T. (2019). Influencing mobile payment adoption among generation X and Y. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/6420