Hedonic Motivation, Price Value, and Habits in E-Wallet Adoption: Extended UTAUT2 Testing on Generation Z Consumers in Manado

Paske V. Modaso; Meyliza H.  Dalughu; Injilia W.G   Wua

doi:10.55885/jmap.v5i3.682

Authors

Paske V. Modaso Akademi Bisnis dan Keuangan Primaniyarta, Indonesia
Meyliza H. Dalughu Akademi Bisnis dan Keuangan Primaniyarta, Indonesia
Injilia W.G Wua Akademi Bisnis dan Keuangan Primaniyarta, Indonesia

DOI:

https://doi.org/10.55885/jmap.v5i3.682

Keywords:

E-Wallet Adoption, Hedonic Motivation, Price Value, Habits, Generation Z, UTAUT2

Abstract

This study explores the role of Hedonic Motivation, Price Value, and Habit in predicting e-wallet adoption among Generation Z consumers in Manado City. Employing a quantitative approach with an explanatory survey design, data were collected from 100 Gen Z e-wallet users in Manado via an online questionnaire, then analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The findings indicate that all three variables positively and significantly influence e-wallet adoption. Habit emerged as the most dominant predictor (β=0.457), followed by Price Value (β=0.321), and Hedonic Motivation (β=0.189). The model explains 68.5% of the variance in e-wallet adoption (R2=0.685) and demonstrates strong predictive relevance (Q2=0.452). Practical implications suggest that e-wallet service providers and businesses in Manado should reinforce usage habits, offer competitive price value, and enhance hedonic experiences to foster sustained adoption among Gen Z. Although limited to a Gen Z sample in Manado, this research provides new empirical insights into intrinsic factors influencing consumer technology adoption.

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