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All Journal Journal of Economic, Business & Accounting Research
Rachmaniar Myrianda Dwiputri
Department of Management, Faculty of Economics, Universitas Krisnadwipayana, Bekasi, West Java 17411
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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From reels to real gold: The interplay of ease, social influence, and risk perception in Gen Z's digital gold adoption Rachmaniar Myrianda Dwiputri; Dwi Adi Prakoso
Journal of Economic, Business & Accounting Research Vol. 4 No. 1: (July) 2026
Publisher : Institute for Advanced Science Social, and Sustainable Future

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61511/jembar.v4i1.2026.3536

Abstract

Background: The increasing availability of digital financial services has encouraged greater participation by Generation Z in investment activities, including digital gold. Although prior technology adoption studies have highlighted the importance of effort expectancy and social influence, limited attention has been given to the role of perceived risk in shaping adoption decisions within asset-backed digital investment environments. Methods: This study investigated the behavioral intention of Generation Z to use the Pegadaian digital gold application. Data were collected from 113 users in the Greater Jakarta area and analyzed using Structural Equation Modeling to evaluate both direct and moderating relationships among the proposed variables. Findings: The analysis revealed that effort expectancy positively influenced behavioral intention (β = 0.425, p <0.001), while social influence exerts a stronger effect (β = 0.629, p <0.001). Perceived risk weakened the positive association between effort expectancy and behavioral intention (p <0.05), In contrast, its interaction with social influence was not statistically significant. These results indicate that social influence remains a robust driver of adoption decisions even when risk concerns are present. Conclusion: The intention to adopt digital gold among Generation Z is shaped by technological and social considerations, whereas perceived risk exerts a conditional influence. Novelty/Originality: By examining perceived risk as a contextual moderator rather than a direct predictor, this study offers additional evidence on how psychological evaluations influence digital investment adoption and enriches the application of UTAUT2 in asset-backed fintech services.
Co-Authors Dwi Adi Prakoso