Understanding Gen-Y: The Intersection of Electronic Wallets, Impulsive Buying, and User Experience

Introduction: This research explores the elements that impact Generation Y's perceived enjoyment (PE) in utilizing electronic wallets. Additionally, the study examines whether the perceived enjoyment (PE) of consumers availing electronic wallets for payment has a significant impact on their impulsive purchasing behavior. Furthermore, it investigates the moderating influence of financial capability in the relationship between attitude and behavior. Objectives: The main objective of this paper is to identify the factors influencing Generation Y’s perceived enjoyment (PE) in using electronic wallets. Also, researchers taxed to examine the impact of perceived enjoyment (PE) on impulsive buying behavior (IBB). Also, to explore the moderating effect of financial capability on the relationship between perceived enjoyment (PE) and impulsive buying behavior (IBB) as another important objective of this research. Methods: A purposive sampling method was employed to gather 348 responses from Indian users who use e-wallets during their purchases. Data analysis and hypothesis testing were conducted using SmartPLS, version 4, employing the partial least squares method. Results: Findings revealed that perceived interactivity (PI), transaction convenience (TC), subjective norm (SN), and visual appeal (VA) significantly influence the perceived enjoyment (PE) of using electronic wallets. Additionally, the study identified that perceived enjoyment (PE) associated with e-wallet usage serves as a significant and positive predictor of impulsive buying behavior (IBB) among Generation Y consumers. The empirical findings also provided support for the moderating influence of financial capability in the association between perceived enjoyment (PE) and impulsive buying behavior (IBB). Conclusions: The empirical findings provided support for the moderating influence of financial capability in the association between perceived enjoyment (PE) and impulsive buying behavior(IBB). This paper also delves into the implications and offers suggestions for future research.