Exploring Factors Influencing Behavioral Intention to Use E-Wallets Through Short-Form Video Shopping Platforms Among Generation Z

This study investigates the behavioral intention to adopt e-wallets via short-form video shopping platforms (SFVSPs), with a particular focus on Generation Z and Millennials in Pakistan. With the surge in mobile commerce and livestream shopping, the integration of digital payment systems like e-wallets is reshaping consumer experiences. This research aims to bridge the gap between traditional technology acceptance models and modern digital behaviors by integrating the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Information System Success (ISS) models. Data was analyzed using Structural Equation Modeling (SEM) and Partial Least Squares (PLS-SEM) to test relationships among constructs like perceived usefulness, trust, security, satisfaction, and social influence. Findings reveal that perceived security, usefulness, and satisfaction are the most significant predictors of e-wallet adoption. Conversely, social influence and user engagement had a weaker impact. The study also found that trust is more likely formed through personal experience rather than peer validation. This research contributes to digital payment literature by emphasizing the contextual needs of Pakistani consumers, especially their emphasis on trust and security over engagement. Practically, it offers insights for fintech companies and digital marketers to prioritize security and ease-of-use features. Future research can explore psychological and demographic moderators across different regions.