Examination of motivations of Generation Z and Millennial consumers with regards to alternative payment options in terms of user experience and product offerings. Literature Review.
Abstract With the acceleration of fintech innovations, the use of alternative payment methods has continued to increase globally. Generation Z and Y consumers are the highest adopters of these alternative payment methods, yet despite this, there is limited research examining their motivations and intentions for using alternative payment methods. This literature review aimed to address this gap through the evaluation of relevant quantitative empirical research by utilizing The Unified Theory of Technology Acceptance and Use of Technology (UTAUT) for its theoretical. The findings indicated that generation z and Y consumers adoption of alternative payment methods are driven largely by behavioural intention, wherein using the UTAUT model, finds a common positive effect across all five variables. Nevertheless, current literature fails to address how Covid-19 restrictions influenced this adoption and as such further primary research post-lockdown is recommended.