The role of attitude in shaping adoption and continuance intention of mobile wallets among digital natives in Chennai

As digital payment solutions become increasingly integral to daily transactions, understanding user attitudes toward mobile wallets is crucial, particularly among the tech-savvy population in Chennai. This study explores the impact of attitudes towards adoption and continuance intention of mobile wallets among digital natives, a group characterized by their comfort with technology. This research employed a mixed-methods approach to analyze data from 150 digital natives with at least one year of mobile wallet usage. The findings reveal that digital natives have a strong positive attitude toward four key aspects of mobile wallets— "usefulness, ease of use, social influence, and trust and security" —among which "usefulness" is the most significant predictor of continued use. Moreover, Zoomers (Generation Z) exhibited a more favorable attitude than Millennials, highlighting generational differences in adoption patterns. The study underscores the necessity for targeted marketing strategies aimed at Zoomers and emphasizes the importance of a secure, user-friendly environment to foster long-term customer loyalty. Overall, this research contributes valuable insights to the existing literature on digital payment solutions, aiding both scholars and practitioners in navigating the evolving mobile wallet landscape in urban areas like Chennai.