Adoption of digital payment systems in e-marketing: The moderating role of consumer trust in Jordan

Abstract

An investigation explains the relationship between technical elements and human conduct that affect the acceptance of digital payment solutions in Jordan's electronic marketing landscape. The study examines four essential variables: perceived ease of use, perceived usefulness, security and privacy, and awareness under the influence of consumer trust as a mediator. Modern e-marketing depends on digital payment systems as they provide convenience and “operational efficiency”. User adoption results indicate that perceived ease of use, together with perceived usefulness and security and privacy, act as key factors for adoption, while awareness plays no direct role in adoption behaviors. Consumer trust stands out as a main moderating factor that enhances the effect key variables have on adoption choices. The study conducted an online survey with 391 Jordanian users that took place from August to October 2024. Every participant in the survey had experience with digital payment systems. The researchers used AMOS 22 to execute an SEM analysis, enabling them to study variable relationships and validate their model. The findings indicate that perceived ease of use, perceived usefulness, security and privacy all increase digital payment adoption, while awareness does not have a direct effect. Considerably, consumer trust positively influences the links between each key predictor (except awareness) and buying behavior for digital purchases. This research offers vital advice for Jordanian officials, those who provide services, and financial providers to introduce digital payment systems that are trusted, accessible, and easy for users during the country’s wider digital change.