Swipe, Tick, Buy: Exploring E-Wallet Structures that Translate Browsers into Buyers Among Gen Z and Gen Y

In the modern - day landscape, overt by prevalent mobile phone and internet usage, e-wallets emerged as a revolutionary platform, facilitating instantaneous access to various financial services and products. These digital wallets have been upheld as invaluable during the COVID-19 pandemic, instigating safety protocols among consumers and businesses. Despite their renowned advantages, it has been pondered that the convenience offered by e-wallets has steered shifts in consumer behavior, diminishing their control over inadvertent purchases. With 1,054 respondents, this study utilized Partial Least Square Structural Equation Modeling (PLS-SEM) to evaluate the specific characteristics of e-wallets and their influence on consumer satisfaction and perceived enjoyment, consequently scanning their influence on impulse buying behavior. The outcomes unveiled that perceived interactivity, subjective norms, convenience, and monetary savings positively correlate with professed enjoyment and satisfaction. Furthermore, information quality and visual appeal were found to have a positive association uniquely with apparent enjoyment. Perceived enjoyment suggestively wedged impulsive buying tendencies, underscoring the convoluted interplay between the digital wallet facet, user experience, and consumer behavior. Fostering on these findings, e-wallet operators can enrich the consumer experience through generational marketing, optimizing application interfaces with a user-centric approach. Additionally, strategic partnerships with corporate entities can be leveraged to deliver precisely tailored promotions that align with each consumer generation's distinct preferences and demographics.