Short answer
Design e-wallet platforms with a strong emphasis on usability, security, and perceived value through preferential treatment, while also ensuring an aesthetically pleasing interface and reliable customer support to capture the Gen Z market.
- Field
- Innovation & Markets
- Source
- Cogent Business & Management (2025)
- Method
- Quantitative research using Partial Least Squares Structural Equation Modeling (PLS-SEM).
- Sample
- 480 participants
- Evidence
- Moderate effect
For digitally native users like Gen Z, the perceived ease of use, usefulness, privacy, security, and preferential treatment are key drivers for e-wallet adoption, with interface design and customer service also playing a significant, albeit secondary, role. This innovation & markets research insight is drawn from a 2025 study published in Cogent Business & Management. Using Quantitative research using partial least squares structural equation modeling (pls-sem). with 480 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design e-wallet platforms with a strong emphasis on usability, security, and perceived value through preferential treatment, while also ensuring an aesthetically pleasing interface and reliable customer support to capture the Gen Z market.
Intuitive Interface and Responsive Customer Service Drive E-Wallet Adoption Among Gen Z
For digitally native users like Gen Z, the perceived ease of use, usefulness, privacy, security, and preferential treatment are key drivers for e-wallet adoption, with interface design and customer service also playing a significant, albeit secondary, role.
Cogent Business & Management · 2025
Key Findings
- 01Mobile ease of use significantly influences e-wallet adoption intention.
- 02Mobile usefulness significantly influences e-wallet adoption intention.
- 03Privacy and security significantly influence e-wallet adoption intention.
- 04Preferential treatment significantly influences e-wallet adoption intention.
- 05Interface design has a statistically significant, though lesser, effect on e-wallet adoption intention.
Application
Design takeaway
Design e-wallet platforms with a strong emphasis on usability, security, and perceived value through preferential treatment, while also ensuring an aesthetically pleasing interface and reliable customer support to capture the Gen Z market.
How to apply
When designing or marketing digital financial services, conduct user research to understand the specific needs and priorities of the target demographic, particularly regarding ease of use, perceived value, and trust. Test interface designs for intuitiveness and ensure customer support systems are robust and accessible.
Project actions
- 01When researching user adoption of new technologies, consider a wide range of factors, including usability, perceived benefits, security concerns, and customer support.
- 02Use quantitative methods like surveys and statistical modeling to identify significant relationships between design elements and user behavior.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust statistical method (PLS-SEM) for analyzing complex relationships.
- +Focuses on a relevant and growing demographic (Gen Z) in an emerging market context.
- +Extends existing theoretical models (Technology Acceptance Model) with new factors.
Limitations
The study's focus on a specific demographic (Gen Z) and region (Vietnam) means its conclusions might not apply universally. The research also notes that interface design and customer service had a smaller impact than other factors, suggesting these might be 'hygiene factors' – important when absent but less of a differentiator when present.
Reliability & validity
The study's reliability and validity would be strengthened by using established scales for the measured constructs and ensuring the sample is representative of the target population. PLS-SEM itself is a robust method for assessing model fit and path coefficients.
Think critically
To what extent can the findings regarding interface design and customer service be considered 'hygiene factors' that are necessary but not sufficient for adoption, versus true differentiators in a competitive market?
Design Principles
"For emerging digital services targeting younger demographics, a holistic approach to user experience, encompassing functional utility, security assurance, engaging design, and supportive service, is essential for successful market penetration."
Understanding the nuanced factors influencing technology adoption is crucial for market entry and product development. This research highlights that while core functionality and security are paramount, the user experience and support infrastructure are also critical differentiators, especially for emerging markets and younger demographics.
What This Means for Your Design
Young people are more likely to use e-wallets if they are easy to use, useful, safe, and offer good deals. A nice-looking app and helpful customer service also matter, but not as much as the main features.
How to use in your project
- 1.Reference this study when discussing the factors influencing user adoption of digital products, particularly in emerging markets or when targeting younger demographics.
- 2.Use the findings to justify design choices related to interface simplicity, security features, and customer service strategies in your own design project.
Add to My Project
Quick Cite
Paragraph starter
Research by Anh Duc et al. (2025) on e-wallet adoption in Vietnam found that while ease of use, usefulness, privacy, and security were the primary drivers for Generation Z, interface design and customer service also played a statistically significant role. This highlights the importance of a comprehensive approach to user experience, where both core functionality and supportive elements contribute to adoption.
Source
Cogent Business & Management
Digital transformation of online payments: interface design and customer service roles in E-wallet adoption in Vietnam
journal · 2025
View sourceQuestions About This Research
- What does the research say about intuitive interface and responsive customer service drive e-wallet adoption among gen z?
- Design e-wallet platforms with a strong emphasis on usability, security, and perceived value through preferential treatment, while also ensuring an aesthetically pleasing interface and reliable customer support to capture the Gen Z market. Evidence: Cogent Business & Management (2025).
- Why does "Intuitive Interface and Responsive Customer Service Drive E-Wallet Adoption Among Gen Z" matter for design?
- Understanding the nuanced factors influencing technology adoption is crucial for market entry and product development. This research highlights that while core functionality and security are paramount, the user experience and support infrastructure are also critical differentiators, especially for emerging markets and younger demographics.
- How can designers apply this research?
- Design e-wallet platforms with a strong emphasis on usability, security, and perceived value through preferential treatment, while also ensuring an aesthetically pleasing interface and reliable customer support to capture the Gen Z market.
- What were the main findings?
- Mobile ease of use significantly influences e-wallet adoption intention.. Mobile usefulness significantly influences e-wallet adoption intention.. Privacy and security significantly influence e-wallet adoption intention.. Preferential treatment significantly influences e-wallet adoption intention.
- What research method was used?
- Quantitative research using Partial Least Squares Structural Equation Modeling (PLS-SEM). with 480 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2025 journal from Cogent Business & Management.
- What should I do differently in my next project?
- When designing or marketing digital financial services, conduct user research to understand the specific needs and priorities of the target demographic, particularly regarding ease of use, perceived value, and trust. Test interface designs for intuitiveness and ensure customer support systems are robust and accessible.
- What are the limitations?
- The study is specific to Generation Z in Vietnam, and findings may not be generalizable to other demographics or geographical regions. The influence of interface design and customer service, while significant, was found to be of lesser magnitude compared to other factors.