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All Journal Journal of Management and Administration Provision Journal of Social Commerce AT-TAKLIM: Jurnal Pendidikan Multidisiplin Jurnal Ekonomi, Manajemen, Akuntansi
Paske Victory Modaso
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Journal : journal of management and administration provision

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Hedonic Motivation, Price Value, and Habits in E-Wallet Adoption: Extended UTAUT2 Testing on Generation Z Consumers in Manado Modaso, Paske V.; Dalughu, Meyliza H.; Wua, Injilia W.G
Journal of Management and Administration Provision Vol. 5 No. 3 (2025): Journal of Management and Administration Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jmap.v5i3.682

Abstract

This study explores the role of Hedonic Motivation, Price Value, and Habit in predicting e-wallet adoption among Generation Z consumers in Manado City. Employing a quantitative approach with an explanatory survey design, data were collected from 100 Gen Z e-wallet users in Manado via an online questionnaire, then analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The findings indicate that all three variables positively and significantly influence e-wallet adoption. Habit emerged as the most dominant predictor (β=0.457), followed by Price Value (β=0.321), and Hedonic Motivation (β=0.189). The model explains 68.5% of the variance in e-wallet adoption (R2=0.685) and demonstrates strong predictive relevance (Q2=0.452). Practical implications suggest that e-wallet service providers and businesses in Manado should reinforce usage habits, offer competitive price value, and enhance hedonic experiences to foster sustained adoption among Gen Z. Although limited to a Gen Z sample in Manado, this research provides new empirical insights into intrinsic factors influencing consumer technology adoption.
Determination of E-Commerce Shopping Intentions among Students in Manado City: A Theory of Planned Behavior Approach: JEL Classification: D12, D91, M31, O33, L81 Modaso, Paske Victory; Setlight, Durand Fernandito Freddy; Barek , Titya Advianti P.
Journal of Management and Administration Provision Vol. 6 No. 1 (2026): Journal of Management and Administration Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jmap.v6i1.886

Abstract

This study aims to analyze the determinants of e-commerce shopping intentions among students in Manado City using the Theory of Planned Behavior (TPB) framework. A quantitative explanatory approach was employed, with data collected through structured questionnaires distributed to 90 school and university students who had prior experience using e-commerce platforms. The data were analyzed using multiple linear regression with SPSS. The results indicate that attitude, subjective norm, and perceived behavioral control all have a positive and significant effect on students’ e-commerce shopping intentions. Attitude was found to be the strongest predictor, followed by perceived behavioral control and subjective norm. The regression model demonstrates strong explanatory power, with the TPB variables explaining 71.7% of the variance in shopping intention. These findings confirm the relevance of the Theory of Planned Behavior in explaining e-commerce shopping intentions among students in a regional urban context. The study contributes to the literature on digital consumer behavior by providing empirical evidence from Manado City and offers practical insights for e-commerce platforms and educational stakeholders in designing strategies that align with students’ psychological and social characteristics.
Co-Authors Arthus D. Larumu Barek , Titya Advianti P. Barek, Titya A. P. Dalughu, Meyliza H. Fernandito, Durand Injilia Wulan Gratia Wua, Injilia Wulan Gratia Lang, Chrestotes Wiltheo Surya Danang Titya Advianti P. Barek