Factors Influencing Cashless Transactions Behaviour in Malaysia Higher Education Institution

Abstract

The cashless transaction environment is growing tremendously with the current development of digital technology. These developments will create a cashless society that, with a diverse attitude, shapes consumer behaviour. The objective of this study is to explore the conceptual framework of the study on consumer beliefs in the sustainability of attitudes, intentions, and behaviours of cashless transactions. The main aims of this paper are also to explore the variables suggested by consumer beliefs to form the expected hypothesis to be implemented in these studies. The cashless transaction model will be studied based on attitudes to identify the value of beliefs and best practices among consumers. Based on this attitude, the conceptual framework of the cashless transaction focuses on cognitive value through the factors of belief in cashless transactions. This concept paper is also focused on the use of the Theory of Planned Behaviour and previous studies. Subsequently, this study was conducted to propose an attitude-based cashless transaction model to fit consumers of higher education institutions in Malaysia. It focuses on factors influencing behaviour in cashless transactions based on the conceptual framework. This paper, which specialises in cognitive aspects that will guide the study in the future, ranging from trustworthiness, usefulness, cybersecurity, transaction procedures, attitude, intention, and behaviour in cashless transactions. These factors will be the expected construct of influencing cashless transaction behaviour.