Understanding Gen Z’s Recommendation Behaviour for Mobile Wallets Through Innovation Diffusion Theory

This study investigates factors influencing Generation Z’s intention to recommend mobile wallets in Indonesia by applying the Diffusion of Innovation (DOI) theory. Five innovation attributes—Relative Advantage, Compatibility, Complexity, Observability, and Trialability—were tested to examine their role in recommendation intentions. A quantitative survey was administered online to 206 respondents aged 17–26 across Indonesia during the 2024 observation period. Using Structural Equation Modeling through Smart PLS, data were analyzed to evaluate measurement and structural models. The findings show that Compatibility and Trialability significantly increase recommendation intention, while Relative Advantage, Complexity, and Observability have no significant effects. These insights help mobile wallet providers enhance platform suitability and trial opportunities to encourage organic peer-to-peer advocacy among young users