The Moderating Role of Social Influence on E-Payment Adoption in Brazil

Social influence has emerged as a critical yet underexplored moderator in technology adoption research. This study examines how social influence—stemming from government communication, social media, and mass media—shapes the adoption of electronic payment (e-payment) systems in Brazil. Drawing on the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), we analyze survey data from 180 Brazilian consumers. The results confirm that perceived usefulness and perceived ease of use both positively predict adoption intentions. Crucially, social influence plays a dual moderating role: it amplifies the effect of perceived usefulness on adoption intention while simultaneously attenuating the influence of perceived ease of use. These findings offer important theoretical and practical implications for promoting digital financial inclusion in emerging markets.