Theoretical Framework

The adoption and usage of e-wallets in the Philippines, particularly in District 1 of Cavite, can be
understood through the integration of Ajzen's Theory of Planned Behavior (TPB) and the Technology
Acceptance Model (TAM). These frameworks provide a robust theoretical foundation for exploring the
behavioral, psychological, and technological factors influencing e-wallet adoption.

E-wallets, a vital aspect of financial technology, have grown in popularity due to their convenience,
accessibility, and ability to enhance financial inclusion. Studies indicate that users benefit significantly
from their time-saving features, secure transactions, and ease of access. In the Philippine context,
platforms such as G-Cash and Maya have been instrumental in providing financial services to unbanked
and underbanked populations, with a significant increase in usage observed during the COVID-19
pandemic due to heightened demand for contactless payments (Yang et al., 2021; Xendit, 2022; Saquin
et al., 2024). These platforms have bridged financial gaps, supported micro-businesses, and addressed
the growing preference for cashless transactions, which improve efficiency and enhance user satisfaction
(Thunes, 2024). To explain the adoption of these technologies, integrating TPB and TAM helps address
both social and technological dimensions.

Ajzen's Theory of Planned Behavior (TPB), introduced in 1991, suggests that behavioral intentions, which
serve as a precursor to actual behavior, are influenced by three primary factors: attitude, subjective
norms, and perceived behavioral control (PBC). In the context of e-wallet adoption, attitude refers to an
individual’s positive or negative evaluation of e-wallets, shaped by perceptions of their benefits, such as
convenience, speed, and security. When users view e-wallets as reliable and time-saving, they are more
likely to adopt them. For example, the ease of managing transactions via mobile devices promotes
positive attitudes toward e-wallet usage (Ajzen, 1991; Bosnjak et al., 2020). Subjective norms emphasize
the impact of social influences on behavioral intentions. Peer recommendations, family endorsements,
and the influence of social media all play significant roles in encouraging e-wallet adoption. The
promotion of platforms like GCash by influencers and peer communities underscores the importance of
social acceptance in driving user behavior (Ajzen, 1991; Saquin et al., 2024). Finally, perceived behavioral
control (PBC) concerns users' confidence in their ability to effectively use e-wallets. Factors such as user-
friendly interfaces, financial literacy, and accessibility affect the level of perceived control, with enhanced
ease of access to technology positively influencing adoption rates. This highlights the importance of self-
efficacy and external support systems in fostering e-wallet use (Ajzen, 1991; Bosnjak et al., 2020).

Overall, TPB provides a psychological framework for understanding how attitudes, social norms, and
perceived control collectively shape the intention and behavior of e-wallet adoption. This theory is
particularly relevant in regions like Cavite, where varying socioeconomic factors and levels of digital
literacy play a crucial role in influencing adoption patterns.

The Technology Acceptance Model (TAM), developed by Davis in 1989, centers around two key
constructs: perceived usefulness (PU) and perceived ease of use (PEOU). These constructs explain users’
acceptance of technology based on their belief that it will improve their efficiency and be simple to use.
Perceived usefulness (PU) refers to the degree to which individuals believe that e-wallets can enhance
transactional efficiency. For instance, platforms like GCash and Maya enable seamless online payments,
transaction tracking, and bill payments, all of which users find highly beneficial (Davis, 1989; Kammani &
Al-Hawari, n.d.). Perceived ease of use (PEOU) focuses on the simplicity and intuitiveness of the e-wallet
system. E-wallets with user-friendly interfaces and streamlined onboarding processes, such as Maya,
encourage higher adoption rates by reducing the effort required to learn and operate the technology
(Davis, 1989; Kammani & Al-Hawari, n.d.). TAM underscores the importance of technological features in
shaping user attitudes and behavioral intentions, suggesting that users are more likely to adopt e-wallets
if they perceive them as both useful and easy to navigate. However, while TAM provides valuable insight
into the technological factors driving adoption, it may not fully account for the broader social and
psychological influences, which is why its integration with the Theory of Planned Behavior (TPB) offers a
more comprehensive understanding of e-wallet adoption.

Survey Questionnaire

This is an anonymous survey about the use of e-wallet services. E-wallet refers to digital payment
platforms such as GCash, Maya, PayPal, or similar services focused on facilitating financial transactions.
Responses are completely anonymous and cannot be linked to any individual. The data will be analyzed
as a whole group, ensuring complete confidentiality.

The survey is divided into five sections:

(a) Participants’ Characteristics
(b) Use of E-Wallet Services
(c) Predictors of Behavior (Attitudes, Subjective Norms, Perceived Behavioral Control)
(d) Behavioral Intention
(e) Usefulness and Ease of Use

Instructions

Please answer the questions honestly and accurately. Thank you for your time.

Section A: Participants’ Characteristics

1. What is your age range?

o 18–24

o 25–34

o 35–44

o Older

2. Sex

o Male

o Female

3. What is your employment status?

 o Full-time employment

o Part-time employment

o Unemployed

o Self-employed

o Student

4. Do you use e-wallet services?

o Yes

o No

Section B: Use of E-Wallet Services

5. Which e-wallet app(s) do you use most often? (Select all that apply):

o Gcash
o Paymaya
o Grabpay
o Shopeepay
o Coins.Ph
o Paypal
o 7-Eleven Cliqq Rewards
o Diskartech
o Palawan Pay
o Moneygment
o Tiktok Wallet
o Tala Wallet
o Dragon Pay Credits
o Ml Wallet
o Trust Wallet
o Banko
o Bitbit
o My E-Peso
o Tapp Wallet
6. How often do you use e-wallet services?

o Daily
o Weekly
o Monthly
o Rarely
7. What is your primary purpose for using e-wallets? (Select all that apply):

o Money transfer
 o Utilities and bills payment

o Savings

o Online shopping

o Others (please specify): _____________

8. How much money do you typically load into your e-wallet monthly?

o Less than ₱500

o ₱500–₱1,000

o More than ₱1,000

9. Where do you most often use e-wallets?

o Online shopping platforms

o Physical stores
o Peer-to-peer transfers
o Others (please specify): ________

Section C: Predictors of Behavior

Instructions: Using a scale of 1–5 (1 = Strongly Disagree, 5 = Strongly Agree), rate the following
statements:

Attitudes

10. I find using e-wallets enjoyable.

11. E-wallets are useful for financial transactions.

12. E-wallets improve my ability to manage finances.

13. Using e-wallets is convenient for everyday transactions.

14. E-wallets provide better value with discounts and offers.

Subjective Norms

15. People important to me recommend using e-wallet services.

16. Others encourage me to use e-wallets for their convenience

17. Most people in my social circle use e-wallets.

18. I feel encouraged to use e-wallets because of social influence.

19. Using e-wallets is typical behavior for people in my age group.

Perceived Behavioral Control

 20. I feel confident using e-wallet services.

21. It is easy for me to use e-wallet features.

22. I can resolve most issues I encounter when using e-wallets.

23. I understand how to use all the functions of e-wallets.

24. I feel in control of my financial transactions when using e-wallets.

Intention
25. In the future, I intend to use e-wallet services as often as I do now.
26. I plan to use an e-wallet sometime within the next week.
27. I believe I will be using e-wallets as much or more this time next year.
28. I plan to perform financial transactions using an e-wallet in the next week.
29. I intend to explore more features of e-wallets in the next week.

Section D: Behavioral Intention

Instructions: Using a scale of 1–5 (1 = Strongly Disagree, 5 = Strongly Agree), rate the following
statements:

30. I intend to continue using e-wallet services frequently.

31. I plan to explore new features of e-wallets soon.
32. I intend to perform most of my financial transactions using e-wallets.
33. I plan to recommend e-wallet services to others.
34. I am likely to adopt new e-wallet technologies in the future.

Section E: Usefulness and Ease of Use

Instructions: Using a scale of 1–5 (1 = Strongly Disagree, 5 = Strongly Agree), rate the following
statements:

Usefulness

35. E-wallets help me accomplish financial tasks quickly.

36. E-wallets improve my financial productivity.

37. E-wallets make managing my finances easier.

38. E-wallets reduce the time I spend on financial transactions.

39. E-wallets help me achieve my financial goals.

Ease of Use

40. Learning to use an e-wallet is easy for me.

 41. I find it easy to navigate e-wallet features.

42. Interacting with an e-wallet is clear and straightforward.

43. I can perform tasks using e-wallets without difficulty.

44. E-wallets are user-friendly for people with different levels of tech expertise.

Integration of TPB and TAM

Combining TPB and TAM offers a holistic framework for understanding e-wallet adoption by addressing
both the psychological and technological dimensions of user behavior. TPB focuses on subjective norms
and perceived behavioral control, highlighting the role of social influences and user confidence. In
contrast, TAM emphasizes the technological aspects of perceived usefulness and ease of use, which
shape attitudes and intentions. Together, these models elucidate how individual perceptions, social
influences, and platform characteristics converge to drive adoption (Raon et al., 2021; Kammani & Al-
Hawari, n.d.).

For example, while TAM explains how user-friendly features and perceived benefits of e-wallets promote
adoption, TPB adds layers of understanding by considering social pressures, individual self-efficacy, and
broader contextual factors. This dual-framework approach is essential in analyzing the dynamics of e-
wallet adoption in Cavite, where varying levels of digital literacy, cultural norms, and technological
accessibility play crucial roles.

By integrating these theories, this study can comprehensively assess the drivers of e-wallet adoption and
provide actionable insights for stakeholders, such as policymakers and platform developers, aiming to
promote financial inclusion and cashless transactions in District 1 of Cavite.

Contextual Overview of E-Wallet Usage in the Philippines

The Philippines has witnessed a surge in e-wallet adoption, with platforms addressing challenges like
cyber security and interoperability while expanding their services to include investments and global
remittances. The widespread smartphone penetration (73%) and internet accessibility (73.1%) have
democratized access to digital financial services. Regulatory support from the Bangko Sentral ng Pilipinas
(BSP) has further bolstered the digital payment ecosystem through policies that promote security and
innovation.

E-wallets also appeal to various demographics. Millennials, for instance, demonstrate high adoption
rates due to their affinity for digital innovation, using mobile wallets extensively for everyday
transactions (PYMNTS.com, 2023). Moreover, micro-business owners increasingly leverage e-wallets to
streamline operations, enhance customer satisfaction, and improve financial tracking (Saquin et al.,
2024).
Relevance of the Framework
The integration of TPB and TAM in this study reflects a nuanced understanding of e-wallet adoption,
capturing both the psychosocial and technological drivers. Additionally, the framework accommodates
contextual factors like regulatory support, demographic preferences, and evolving market dynamics,
which collectively shape user behavior and e-wallet adoption in District 1 of Cavite.