Recent literature on the QR code payment system has called for further research on the adoption of QR codes as a payment tool among digital natives. In response to this call, this study investigates the influence of perceived value on digital natives attitudes and trust in fostering their intention to adopt QR code payments through the integration of prospect theory and perceived value theory. Following a purposive sampling technique, a quantitative approach was employed and PLS-SEM was performed to evaluate the study hypotheses. A structured questionnaire was used to collect survey data from 387 digital natives. Findings showed that digital natives behavioural intention to adopt QR code payments was positively influenced by perceived value and trust but not by attitude. Furthermore, the findings demonstrated that attitude and trust serially mediated the relationship between digital natives' perception of value and their propensity to accept QR code payments. Nevertheless, this study also highlighted the moderating effects of technology readiness and innovation resistance and showed how they strengthen and weaken the relationships amongst perceived value, attitude, trust, and behavioural intention. The study offers valuable insights for marketing managers and policy makers in understanding digital natives perceptions towards adopting QR codes with regard to making payments and advances the theoretical depth by contributing to the literature related to the adoption of QR codes while making payments.
Keywords: QR code payment, innovation resistance, technology readiness, digital natives