Abstract
This research investigates the factors shaping the willingness of micro-enterprises to adopt e-wallets in their business operations, focusing on the City of San Fernando, Pampanga. Through a comprehensive survey involving 120 micro-enterprise owners, the study delves into key dimensions, including performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value, and habit. The findings reveal a pervasive reluctance among micro-enterprises, with unfavorable responses in various domains, particularly in performance expectancy and habit. Notably, social influence emerges as a positive influencer, indicating the significance of peer recommendations. The study employs regression analysis to discern the impact of each factor on e-wallet adoption, highlighting habit as the most substantial deterrent. Recommendations for stakeholders, including e-wallet providers and policymakers, are proposed based on the research insights. The study contributes to the evolving landscape of digital payment adoption among micro- enterprises and provides actionable insights for stakeholders to enhance e-wallet usage in this sector.
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