Mobile Wallet Adoption Behaviour in the Canadian Market

Abstract

The rapid evolution of financial technology has reshaped consumer payment behaviour globally, and Canada is no exception. Mobile wallets—such as Apple Pay, Google Pay, Samsung Pay, and bank-specific apps—have moved from novelty to mainstream, yet adoption patterns remain heterogeneous across demographic and psychographic segments. This conceptual research article examines the determinants of mobile wallet adoption behaviour in the Canadian market by integrating the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and perceived risk–trust perspectives. The paper proposes a comprehensive conceptual framework that links perceived usefulness, ease of use, security, trust, social influence, and facilitating conditions to behavioural intention and continued usage. The article also highlights the moderating roles of age, income, and digital literacy. Managerial implications for banks, fintech firms, and retailers are discussed, along with directions for future empirical research.