Understanding the determinants of e‑wallet continuance usage intention in of Gen Z in Vietnam: A case study of Zalo Pay

Abstract

The research paper focuses on exploring the factors that influence sustained loyalty to e-wallets among Gen Z users in Vietnam, with a specific focus on Zalo Pay. The research was conducted from September 15th, 2023 through January 29th, 2024, and involved 382 individuals residing and employed in Vietnam, including students, office employees, and individuals from varied backgrounds. The study methodology included administering an online questionnaire and consulting scientific papers, research articles, and academic journals to formulate hypotheses and craft the research framework. The paper delves into the significance of the Online Customer Experience in the success of e-wallets and its role as a strategic differentiator in online retailing. The conceptual framework outlines hypotheses linking factors such as Price Value, Network Externalities, Perceived Security, Ability to innovate, Hedonic to overall customer experience, and their impact on intentions to use Zalo Pay, Customer Satisfaction and continued usage intentions.