ROLE OF DATA SECURITY IN DIGITAL DATA WALLETS ADOPTION: AN ELABORATION LIKELIHOOD MODEL PERSPECTIVE

This study examines the motivations behind adopting digital data wallets, a type of privacy-enhancing technology, and the role of data security in shaping users' attitudes toward the tool. A qualitative study employing a mixed method approach is used to identify the key motivational factors based on motivation theory. The research model was built based on the elaboration likelihood model and identified factors. The quantitative study will then test the model using data from Austria, Romania, and Spain.