THE EFFECT OF MOBILE WALLET INTEGRATION ON E-COMMERCE PAYMENT BEHAVIOR: THE ROLE OF MEDIATING FACTORS

This study investigates the impact of mobile wallet integration on consumer trust and payment behavior within the e-commerce sector. As mobile payment systems like Apple Pay, Google Pay, and PayPal gain traction, understanding their influence on consumer behavior becomes increasingly essential. The research examines how integrating mobile wallets into e-commerce platforms affects consumer trust, streamlines the payment process, and influences critical payment behaviors, including purchase frequency and transaction value. Additionally, the study explores the mediating effects of perceived ease of use and perceived security on the relationship between mobile wallet integration and consumer trust. A survey conducted with 250 online shoppers reveals that mobile wallet integration significantly enhances consumer trust in online transactions, with a path coefficient of 0.45 and a p-value of less than 0.01. Perceived ease of use and perceived security were found to mediate this relationship, with path coefficients of 0.30 and 0.25, respectively. These factors lead to increased spending, indicated by path coefficients of 0.38 for transaction frequency and 0.32 for transaction value, both with p-values of less than 0.01. These findings offer valuable insights for e-commerce businesses aiming to optimize their payment systems and improve customer retention. This study contributes to the growing body of literature on digital payments and provides actionable recommendations for businesses navigating the rapidly evolving mobile payments landscape.