Impact of Customer Trust on Digital Wallet Adoption: Examining the Role of Big Data Analytics Capability in Pakistan

Abstract

The rapid evolution of financial technology has ushered in a transformative era for digital wallet adoption globally, with Pakistan emerging as a significant market for digital financial inclusion. While customer trust is empirically recognized as a fundamental driver of digital finance adoption, the technological conditions that amplify this relationship remain inadequately understood. This study addresses this gap by examining how Big Data Analytics Capability (BDAC) moderates the relationship between customer trust and digital wallet adoption, drawing upon the Technology Acceptance Model (TAM) and Resource-Based View (RBV) theoretical frameworks. Employing a quantitative research design, data were collected from 182 active users of Easypaisa, JazzCash, and Nayapay in Pakistan through a structured questionnaire. The findings reveal that customer trust significantly and positively influences digital wallet adoption (β = 0.610, p < .001), and BDAC demonstrates a strong direct relationship with adoption (β = 0.604, p < .001). However, contrary to expectations, BDAC did not exhibit a statistically significant moderating effect on the trust-adoption relationship (β = 0.066, p = .192), suggesting that in Pakistan's nascent digital financial ecosystem, trust and organizational analytics capabilities operate as independent drivers rather than synergistic forces. The study contributes theoretically by extending TAM to incorporate trust and organizational capability dimensions within a developing economy context. Practically, the findings underscore the imperative for FinTech operators to invest simultaneously in trust-building mechanisms and robust analytical infrastructure, while policymakers are encouraged to develop regulatory frameworks that balance innovation with consumer protection. This research advances understanding of digital financial services adoption in emerging markets and provides actionable insights for stakeholders seeking to accelerate Pakistan's digital economy transformation.

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