User Behavior Trends in Saudi Arabia Towards STC Pay Digital Wallet: A Survey Study

Abstract

This study aims to identify the acceptance and adoption of the STC Pay digital wallet among users in Saudi Arabia, as well as to measure their satisfaction and intention to continue using the wallet. To achieve this objective, the developed model of the Unified Theory of Technology Acceptance (UTAUT2) and the modified Model of Technology Acceptance (TAM-2) were applied. In addition, the factors like satisfaction and continuity used as dependent variables in order to analyze the correlation between different factors and user's behavior towards the digital wallet. The study also aims to explore the extend of adoption and use of STC Pay wallet among the Saudi society- citizens and residents and to understand and analyze the factors of their acceptance and adoption based on the special model that was developed and to shed light on the social and psychological factors that affect the adoption of STC Pay wallet in the country and how these factors contribute to increasing users acceptance and continued use of the wallet. The study relied on the descriptive survey approach upon a large sample of STC Pay customers in KSA, using an electronic questionnaire distributed randomly across social media sites. The study provided a number of results , most notably the increase in the number of users of the digital wallets after the Corona pandemic and the effectiveness of this service was proven by the continuity of users even after the pandemic which was the direct result of customer satisfaction after proving the quality of service, trust, ease of use and tangible effectiveness of STC Pay, despite some problems represented by users' dissatisfaction of poor customer service and delays in technical support. The study recommends the need to improve the user interface, enhance security and privacy policies to protect personal data, and add innovative services that align with the culture of Saudi society. Suggested improvements include providing a joint family wallet managed collectively, offering a smart digital piggy bank service, and implementing rewards and loyalty programs through the wallet to attract a higher number of users.