Análisis generacional de los factores que influyen en la intención de uso de la billetera electrónica en la ciudad de Loja

The main objective of this research is to identify the factors influencing the use of electronic wallets in Loja, focusing on a generational approach. To this end, a validated and adapted survey was applied, based on a previous study on mobile payment adoption in Latin America. The survey, using a Likert scale, was conducted with 389 citizens of Loja, segmented by generation. Additionally, the Technology Acceptance Model (TAM) was used to analyze the factors affecting the adoption of electronic wallets. The main results show that performance expectancy, trust in the electronic wallet, and consumer optimism are the most decisive factors for its adoption, especially among millennials and Generation Z. In contrast, baby boomers showed lower trust in this payment method. The findings indicate that users perceive electronic wallets as a useful and easy-to-use tool, which facilitates their acceptance and continuous use. These conclusions provide a solid foundation for future strategies and decision-making in the financial sector in Loja.