Cashless Vietnam: a study on intention and adoption of cashless payment

Abstract

Purpose This study aims to identify factors that affect the intention and actual adoption of cashless payment (ACP) among Vietnamese youths. Extending the unified theory of acceptance and use of technology (UTAUT) model with two impelling factors (perceived trust [PTR] and lifestyle compatibility [LCM]), this study also examined the mediating effect of intention to adopt cashless payment (ICP) on the relationships of UTAUT model components with the actual ACP. Design/methodology/approach All data were collected online from 422 Vietnamese youths through online survey, and partial least squares structural equation modelling was performed to analyse the data. Findings The study’s results illustrated the positive and significant effects of performance expectancy, effort expectancy, facilitating conditions, LCM and PTR on ICP. However, social influence was found to exhibit a negative effect on ICP. Furthermore, ICP was found to contribute no mediation effects on the relationships of any of the components with the actual ACP. Practical implications This study’s findings are widely useful for marketers and managers to plot their promotional and campaigning strategies, emphasising factors that motivate consumers to adopt cashless payment. The obtained findings also benefit architects and designers in designing products and services by consolidating lifestyle standards and other requirements of consumers. Policymakers should implement policies and strategies to enforce rules and educate the public to widely adopt cashless payment across various sectors. Originality/value This study extended the UTAUT model with two new variables, i.e. PTR and LCM.