Promoting Digital Community Development Through Cashless: The Moderating Role of Social Influence in the Context of TPB and UTAUT
摘要
This paper uses mixed methods to examine the acceptance of digital payment solutions by local business owners in Changlun and Sintok in Malaysia. The study investigates the adoption of cashless transactions using structured surveys and in-depth interviews on essential factors influencing adoption, such as perceived usefulness, facilitating conditions, and subjective norms. This research also explores the moderation role of social influence on these relationships. Results show that not only do many business owners value digital payments, but they have also acknowledged that getting along with the new payment method is difficult due to technological challenges and a lack of awareness of these new modes of payment. There is a real need to create an environment that supports payments moving online and requires targeted interventions to increase understanding and acceptance amongst local businesses. Nevertheless, through this research, the more significant discussion on digital community development is enriched with essential input for policymakers and stakeholders regarding how they should build a cashless economy and increase resilience to the economy in rural areas.