Theoretical Framework

Figure 1 Theory of planned Behavior

Ajzen's Theory of Planned Behavior (TPB), introduced in 1991, The theory was intended to explain all
behaviors over which people have the ability to exert self-control. At its core, the theory emphasizes the
importance of a person’s intention to perform a specific action, which represents their motivation to act.
According to TPB, intentions are determined by three variables: First factor, attitude toward the behavior
refers to an individual’s positive or negative feels about doing a certain action. Second factor, Subjective
norms emphasize the impact of social influences on behavioral intentions. Its about how much social
pressure a person feels to do or not do the behavior. Third factor, perceived behavioral control (PBC) this
factor is how easy or hard a person thinks it will be to do the action. This is based on their past
experiences and any challenges they expect to face. (Ajzen, 1991; Bosnjak et al., 2020; Saquin et al.,
2024). As a general rule, a more positive attitude, greater social pressure, and higher perceived control
lead to stronger intentions to perform a behavior. The Theory of Planned Behavior (TPB) will guide this
research to explore the adoption of e-wallets. TPB suggests that people's actions are influenced by their
intentions, which are shaped by attitudes, subjective norms, and perceived behavioral control (PBC). In
the context of e-wallets, PBC relates to users’ confidence in performing transactions and access to
resources like the internet or a smartphone. Previous studies have shown TPB’s effectiveness in
explaining technology adoption, including e-wallets, but with mixed results regarding the role of
subjective norms and PBC (Ajzen, 1991; Liao et al., 1999; Tan & Teo, 2000; Shih & Fang, 2004). This
research aims to investigate how these factors influence the intention to adopt e-wallets, helping to
address gaps in understanding their role in technology adoption.
 Figure 2 Technology Acceptance Model

The Technology Acceptance Model (TAM), developed by Davis in 1989, describes how users’
perceptions of technology influence its actual use. The model suggests that system usage is influenced
by behavioral intention (BI), which depends on attitude toward the behavior. This attitude is shaped by
two key beliefs: perceived usefulness (PU) and perceived ease of use (PEOU). Perceived Usefulness (PU)
refers to the belief that using the system will improve job performance. According to TAM, PU positively
influences users' attitudes toward adopting digital wallets (Davis, 1989). PU reflects users' expectations
about the performance of systems like digital wallets (Aji et al., 2020; Yang et al., 2021). Perceived Ease
of Use (PEOU) is the belief that technology is easy to understand and use (Nasri & Charfeddine, 2012),
defined as "the degree to which a person believes a system would be free from effort" (Davis, 1989, p.
320).

The effect of PU on actual use can be direct, emphasizing its importance in predicting behavior. Although
PEOU does not directly affect use behavior, it underpins the effect of PU (Davis, 1993). The model implies
that if an application is easy to use, it is more likely to be considered useful, which increases technology
acceptance and actual use (Davis, 1989; Davis, 1993). TAM’s ability to examine technology adoption must
be context-specific and adapt to other factors that influence behavior (Alshurideh et al., 2021). This
study applies TAM to explore factors influencing e-wallet adoption. It examines key factors like perceived
ease of use, perceived usefulness, attitude, behavioral intention, and actual use to understand their
impact on e-wallet adoption. By including behavioral intention and actual use, the study extends TAM to
provide deeper insights into decision-making (Aji, Berakon & Husin, 2020; Karim et al., 2020; Alshurideh
et al., 2021).

The Theory of Planned Behavior (TPB) explains human behavior and intentions, while the Technology
Acceptance Model (TAM) focuses on perceived ease of use and usefulness of technology. TPB alone
cannot fully address consumer perceptions of technology. Research suggests that understanding
technology acceptance requires combining multiple models, as it is a complex process (Shen et al.,
2010). Combining TPB and TAM provides a more complete understanding of the factors influencing
consumers’ intentions to keep using e-wallets. The TAM model is widely used to study the adoption of
various innovations, including information systems (Gupta et al., 2020), mobile payments (Ariffin and
Lim, 2020), and mobile payment services (Phonthanukitithaworn et al., 2015).
References

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Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision
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Ariffin, S.K., & Lim, K.T. (2020, May). Investigating factors affecting intention to use mobile payment
among young professionals in Malaysia. Paper presented at the First ASEAN Business, Environment, and
Technology Symposium (ABEATS 2019), 1st–4th December 2019, Atlantis Press.
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CONCEPTUAL FRAMEWORK

Figure 3 The connection of TAM and TPB

The combined framework of the Theory of Planned Behavior (TPB) and the Technology Acceptance
Model (TAM) is commonly used to understand and predict how people adopt and use technology, such
as e-wallets. This conceptual framework integrates key elements from both theories to provide a
comprehensive explanation of how various factors influence behavioral intention and actual usage. The
TAM contributes to two central constructs: Perceived Ease of Use and Perceived Usefulness. Perceived
Ease of Use is a measure describing the degree to which an individual believes the technology is simple
and effortless to use. To the extent that one finds the e-wallet interface intuitive and easy to use, they
will be more favorable toward using it. Meanwhile, Perceived Usefulness is the extent to which the
individual believes that the e-wallet will improve his or her ability to perform tasks, such as making
transactions faster or easier. When people perceive the technology as easy to use and beneficial, these
factors shape their Attitude toward using it in a positive way. A positive attitude makes them more likely
to adopt the e-wallet. These comprise three factors from the TPB: Attitude, which impacts and
determines a person's overall Behavioral Intention to a desired performance; Subjective Norm
determines the user's positive intention to use the e-wallet; and Perceived Behavioral Control reflects
the user's behavioral influence in using the e-wallet. Subjective Norm is the social pressure or influence
coming from important people in the user's life, including family, friends, or peers. If such people
encourage or expect that the user will adopt the e-wallet, then subjective norm will positively affect the
intention of the user. Last but not the least, Perceived Behavioral Control reflects the level of confidence
that an individual has in using the e-wallet. This includes having the required skills, resources such as a
smartphone and internet access, and knowledge to operate the e-wallet. The more perceived control,
the more likely they are to form an intention to use it. The Behavioral Intention is that link in between
the influential factors and the actual behavior. Therefore, if he or she has a good intention about using
the e-wallet, he or she might use it in reality. On the other hand, still, he or she could be bounded by
situational barriers, for instance. Integration of both theories by the framework focuses on the
technological aspect through ease of use and usefulness of the TAM while highlighting the psychological
and social factor components in the TPB; attitude, subjective norms, and perceived control, as indicated
above. Together, the elements describe the entire process: from the formation of perception to the
decision to use and subsequently to the action of actually utilizing the technology. This combined
framework is particularly useful in understanding the adoption of technologies like e-wallets, where both
the design of the technology and external influences play significant roles in user behavior.

Survey Questionnaire

This is an anonymous survey about the use of e-wallet services. E-wallet refers to digital payment
platforms such as G-Cash, Maya, PayPal, or similar services focused on facilitating financial transactions.
Responses are completely anonymous and cannot be linked to any individual. The data will be analyzed
as a whole group, ensuring complete confidentiality.

The survey is divided into five sections:

(a) Participants’ Characteristics
(b) Use of E-Wallet Services
(c) Predictors of Behavior (Attitudes, Subjective Norms, Perceived Behavioral Control)
(d) Behavioral Intention
(e) Usefulness and Ease of Use

Instructions

Please answer the questions honestly and accurately. Thank you for your time.

Section A: Participants’ Characteristics

 1. What is your age range?

o 18–24

o 25–34

o 35–44

o Older

2. Sex

o Male

o Female

3. What is your employment status?

o Full-time employment

o Part-time employment

o Unemployed

o Self-employed

o Student

4. Do you use e-wallet services?

o Yes

o No

Section B: Use of E-Wallet Services

5. Which e-wallet app(s) do you use most often? (Select all that apply):

o Gcash
o Paymaya
o Grabpay
o Shopeepay
o Coins.Ph
o Paypal
o 7-Eleven Cliqq Rewards
o Diskartech
o Palawan Pay
o Moneygment
o Tiktok Wallet
o Tala Wallet
o Dragon Pay Credits
 o Ml Wallet
o Trust Wallet
o Banko
o Bitbit
o My E-Peso
o Tapp Wallet
6. How often do you use e-wallet services?

o Daily
o Weekly
o Monthly
o Rarely
7. What is your primary purpose for using e-wallets? (Select all that apply):

o Money transfer

o Utilities and bills payment

o Savings

o Online shopping

o Others (please specify): _____________

8. How much money do you typically load into your e-wallet monthly?

o Less than ₱500

o ₱500–₱1,000

o More than ₱1,000

9. Where do you most often use e-wallets?

o Online shopping platforms

o Physical stores
o Peer-to-peer transfers
o Others (please specify): ________

Section C: Predictors of Behavior

Instructions: Using a scale of 1–5 (1 = Strongly Disagree, 5 = Strongly Agree), rate the following
statements:

Attitudes

10. I find using e-wallets enjoyable.

11. E-wallets are useful for financial transactions.

12. E-wallets improve my ability to manage finances.

 13. Using e-wallets is convenient for everyday transactions.

14. E-wallets provide better value with discounts and offers.

Subjective Norms

15. People important to me recommend using e-wallet services.

16. Others encourage me to use e-wallets for their convenience

17. Most people in my social circle use e-wallets.

18. I feel encouraged to use e-wallets because of social influence.

19. Using e-wallets is typical behavior for people in my age group.

Perceived Behavioral Control

20. I feel confident using e-wallet services.

21. It is easy for me to use e-wallet features.

22. I can resolve most issues I encounter when using e-wallets.

23. I understand how to use all the functions of e-wallets.

24. I feel in control of my financial transactions when using e-wallets.

Intention
25. In the future, I intend to use e-wallet services as often as I do now.
26. I plan to use an e-wallet sometime within the next week.
27. I believe I will be using e-wallets as much or more this time next year.
28. I plan to perform financial transactions using an e-wallet in the next week.
29. I intend to explore more features of e-wallets in the next week.

Section D: Behavioral Intention

Instructions: Using a scale of 1–5 (1 = Strongly Disagree, 5 = Strongly Agree), rate the following
statements:

30. I intend to continue using e-wallet services frequently.

31. I plan to explore new features of e-wallets soon.
32. I intend to perform most of my financial transactions using e-wallets.
33. I plan to recommend e-wallet services to others.
34. I am likely to adopt new e-wallet technologies in the future.

Section E: Usefulness and Ease of Use

Instructions: Using a scale of 1–5 (1 = Strongly Disagree, 5 = Strongly Agree), rate the following
statements:

Usefulness

35. E-wallets help me accomplish financial tasks quickly.

36. E-wallets improve my financial productivity.

37. E-wallets make managing my finances easier.

38. E-wallets reduce the time I spend on financial transactions.

39. E-wallets help me achieve my financial goals.

Ease of Use

40. Learning to use an e-wallet is easy for me.

41. I find it easy to navigate e-wallet features.

42. Interacting with an e-wallet is clear and straightforward.

43. I can perform tasks using e-wallets without difficulty.

44. E-wallets are user-friendly for people with different levels of tech expertise.