Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal International Journal of Entrepreneurship, Business, and Creative Economy International Journal of Marketing and Digital Creative (IJMADIC)
Marc Edward Abadilla
Northwestern University, Philippines
Humanities Economics, Econometrics & Finance Social Sciences

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Continuous Intention to Use E-wallet by Business Owners in the Context of the COVID-19 Pandemic Eric S Parilla; Marc Edward Abadilla
International Journal of Entrepreneurship, Business and Creative Economy Vol. 3 No. 1 (2023): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (362.35 KB) | DOI: 10.31098/ijebce.v3i1.1256

Abstract

This research paper aims to scan the relationship between perceived susceptibility, perceived severity, self-efficacy, perceived ease of use, perceived usefulness, adoption to satisfaction, and attitude towards the continuous use of e-wallets during the COVID-19 pandemic. The researchers opted to conduct a study on this because of the proliferation of the use of digital wallets in the Philippines, such as Maya, Gcash, and others. There are about 2,644 distributed questionnaires. The study included partial least squares structural equation modelling (PLS-SEM) and a questionnaire tailored to business owners' understanding and attitudes towards using e-wallets. The investigation revealed that perceived susceptibility, perceived ease of use, and perceived usefulness are related to satisfaction with using e-wallets. Moreover, satisfaction with using e-wallets is related to the attitude towards e-wallets. In addition, attitudes towards e-wallets impact business owners' continuous use of e-wallets in the Philippines. This means that because of the pandemic, business owners have a positive attitude toward the continuous use of e-wallets. The study recommends policymakers to continue monitoring e-wallet providers since it is a new scheme of payments.
The Mediating Effects of Self-Concept in the Relationship of Brand Image and Purchasing Buying Behavior Eric S Parilla; Marc Edward Abadilla
International Journal of Marketing and Digital Creative Vol. 1 No. 1 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i1.1274

Abstract

This study aims to determine the effect of brand image on purchasing buying behavior. It proposes self-concept as a mediating variable and answers how brand image affects purchasing behavior. The study has implications for marketing management, such as for advertisers who intend to measure how to promote skincare products for men. The original contribution of this study lies within its questionnaire that has been attuned to the effects of brand image on purchasing behavior. To answer the research questions, this study used structural equation modeling. The output revealed a mediating effect of self-concept in the association between brand image and purchasing behavior.
Co-Authors Eric S Parilla Eric S Parilla