Utility and hedonic perception- Customers’ intention towards using of QR codes in mobile payment of Generation Y and Generation Z

This research endeavors to decipher the complex interplay of Generation Y and Z's perceptions of effort, performance, social norms, usefulness, and hedonics, and how these factors influence their adoption of QR codes for mobile money transactions. This qualitative study focused on Generation Y and Z mobile payment users in Bangladesh, employing Google Forms as a tool for data collection and an objective sampling strategy to distribute questionnaires. The data collected from 300 valid responses was meticulously analyzed using structured equation modeling (SEM), grounded in the theoretical framework provided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Stimulus-Organism-Response (SOR) theories. The findings of the research underscore the significant influence of effort expectation, performance expectations, and subjective norms on users' utilitarian perspective and satisfaction with QR payment technology, thereby highlighting their critical role in fostering its wider acceptance. The insights gleaned from this research shed light on the determinants influencing users' propensity to adopt QR payment technology. These insights could be instrumental for service providers in customizing their offerings to cater more effectively to their customers' needs and preferences. This research, with its significant contributions to literature and a robust methodology, sets a benchmark for similar future studies in this domain.