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61, Part (1): 272-292

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Factors influencing the adoption of M-Wallet: An exploratory study at

University of Mosul
Mohammed A. Mohammed Ali*, Hani Ramadhan Alkhaled, Faraj N. Faraj
College of Administration and Economics, University of Mosul, Iraq

Keywords: Abstract: M-wallets services under the umbrella of

M-wallet, Technology adoption, UTAUT2 e-payment have become a main tool for transferring
model, Structural equation modelling, money at an affordable cost. Although the benefits of
developing countries. m-wallets services, its adoption remains a huge
challenge in developing countries such as Iraq. The
ARTICLE INFO purpose of this study is to explore the factors
influencing the m-wallets services adoption Iraq by
Article history: using the UTAUT2 theory with privacy. A
Received 08 Mar. 2023 quantitative approach was adopted to examine the
Accepted 23 Mar. 2023 proposed model. Survey method has been used to
Available online 31 Mar. 2023 collect data; the sample was 230 participants from
university of Mosul. Structural equation modeling
©2023 THIS IS AN OPEN ACCESS ARTICLE (SEM) was used to analyze the collected data. The
UNDER THE CC BY LICENSE
results of this research confirmed that performance
http://creativecommons.org/licenses/by/4.0/ expectancy, conditions, facilitating, Habit and
Privacy have positively influence behavioral intent to
use m-wallet services. While, price value and effort
expectancy did not have an influence on the users
*Corresponding author: ‘intention toward m-wallet. Finally, the contribution
Mohammed A. Mohammed Ali to theory and Implications for practice for this
College of Administration and Economics, research are also questioned.
University of Mosul, Iraq
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‫ دراسة استطالعية في جامعة الموصل‬:‫العوامل المؤثرة في تبني المحافظ الرقمية‬

‫فراج نغيمش فرج‬ ‫هاني رمضان الخالد‬ ‫محمد عاصم محمد علي‬
‫ جامعة الموصل‬،‫كلية االدارة واالقتصاد‬
‫المستخلص‬
‫خدمات المحافظ اإللكترونية تحت مظلة الدفع اإللكتروني اصبحت أداة رئيسية لتحويل‬
‫ إال أن اعتمادها‬،‫ على الرغم من الفوائد العديدة التي تقدمها المحافظ اإللكترونية‬.‫األموال بتكلفة قليلة‬
‫ الغرض من هذه الدراسة هو استكشاف‬.‫كبيرا في البلدان النامية مثل العراق‬ ً ‫ال يزال يمثل تحديًا‬
.UTAUT2 ‫العوامل التي تؤثر على اعتماد خدمات المحافظ المتنقلة في العراق باستخدام نظرية‬
.‫ تم اعتماد نهج كمي لفحص النموذج المقترح في الدراسة‬.‫باإلضافة الى اختبار عامل الخصوصية‬
‫ تم استخدام‬.‫ مشاركا من جامعة الموصل‬230 ‫تم استخدام االستبانة لجمع البيانات؛ وكانت العينة من‬
‫ أكدت نتائج هذا البحث أن األداء‬.‫) لتحليل البيانات التي تم جمعها‬SEM( ‫نمذجة المعادلة الهيكلية‬
‫ والعادات والخصوصية قد أثرت بشكل إيجابي على النية السلوكية‬،‫ والتسهيالت‬،‫ والظروف‬،‫المتوقع‬
‫ لم يكن لقيمة السعر والجهد المتوقع تأثير على نية‬،‫ بينما‬.‫الستخدام خدمات المحفظة اإللكترونية‬
.‫المستخدمين نحو المحفظة اإللكترونية‬
،‫ نمذجة المعادلة الهيكلية‬،UTAUT2 ‫ نموذج‬،‫ تبني التقنية‬،‫ المحافظ الرقمية‬:‫الكلمات المفتاحية‬
.‫البلدان النامية‬
1. Introduction
We are entering a "super-connected society" as a result of recent
advances in information and communications technology (ICT), where
technology has been used in the financial domain for a variety of purposes,
such as storing electronic health records, education, monitoring,
communication, and behavioral tracking (Talwar et al., 2020). The
digitalization of financial transactions-connections can improve efficiency
and allow for the delivery of higher-quality financial services, providing
numerous benefits to stakeholders. Many innovative technological solutions
have been developed in recent years to address the financial-related needs of
people (Yuan et al., 2020). As an emerging field in the financial sector, the
mobile wallet has received more and more attention in recent years (Choi et
al., 2020). Mobile wallet, known as m-wallet, has emerged due to the
increased connectivity to access financial-related information and
transactions. The applications of m-wallet mobile payment have been used
widely, and there has been improved the effectiveness of financial services

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(Rabaa’i, 2021; Shin, 2009). “Various studies have confirmed that

consumers prefer a technology that provides fast, convenient and useful
services on a single platform. In this regard, mobile payment services denote
an advanced multipurpose technique that includes such features” (Grover et
al., 2017; Jocevski et al., 2020; Leong et al., 2020; Ma & Fildes, 2020).
Mobile payment means any payment service implemented through a smart
mobile phone. Many types of m-payment services available, both for
physical and remote payments (Boden et al., 2020; M.-H. Hsiao, 2019;
Verkijika, 2020). First, the point of sales services is available such as sound
waves-based payments, near-field communication (NFC) payments, which
provide a secure channel for credit/debit card transactions from the customer
bank to retailers (De Luna et al., 2019). Second we have both remote and in-
store payment technologies such as quick response (QR) code and mobile
wallets (m-wallet)(De Luna et al., 2019; Shin, 2009; Suryotrisongko &
Setiawan, 2012). On the one hand, M-wallet is a technology that needs to be
setup and installed on the mobile phone and allows customers to store
electronic money (e-money) and conduct transactions directly from the
wallet. Where QR codes are available and works through most of the banking
apps (Liébana-Cabanillas et al., 2015; Ugwu & Mesigo, 2015). Union’s
(ITU, 2013) report, “five billion people now have mobile phone
subscriptions, 85% of the world has been covered by cell phone signals, 95%
of people live in an area that is covered by a mobile cellular network, and
mobile broadband networks (3G, 4G or above) are accessible to 84% of the
world’s population. Such widespread use of mobile phones has helped to
drive their integration into healthcare”(Wallis et al., 2017). Recent
information shows that Iraq had approximately 36 million mobile phone
users. Moreover, approximately 19 million have access to the internet bur a
few of them engaged with mobile payment through systems like m-wallet.
However, adoption of technology began in a manner that still not at a level
of payment systems adoption in Iraq. The value of digital transactions is low
despite a few benefits; customers prefer using cash in transaction, which they
feel is missing in digital transactions of payment. Low knowledge about
technology usefulness and benefits are the main barriers (De Luna et al.,
2019; Jawad et al., 2022) As well as, the lack of information about

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infrastructural support resistance, innovativeness, interoperability issues and

privacy norms (Singh et al., 2020). Consumers are concerned about
information leaks and privacy issues while doing transactions digitally
(Singh et al., 2020). serveral studies suggest many factors that may influence
the intention and continued use of mobile payment services, as well as how
to overcome such barriers and increase digital payment usage (Alalwan et
al., 2017). As well as various technology adoption models has been used in
many previous studies to predict consumer behavior towards new
innovations. Such as TRA, MM, TAM, MPCU, TPB, Despite the extensive
use of these models especially the TAM model in identifying users'
intentions to accept and use electronic technologies, this study uses
UTAUT2 (Unified Theory of Acceptance and Use of Technology). Which
confirmed that performance expectancy, effort expectancy, social influence,
facilitating condition are some of the significant factors, which have a
remarkable influence on user's intention and their continuation of technology
usage (Alalwan et al., 2017). The novelty of the present research is the
UTAUT2 model is expanded by introducing new variables (hedonic
motivation, price saving, orientation, habit, trust, technology security, and
psychological empowerment) for an emerging country like Iraq. We have
more than one study which take into account users' post-adoption behavior
(Jaiswal et al., 2022); However, there have been few studies on mobile-
wallet usage in Iraq where constructs such as recommendation and perceived
satisfaction have been examined (Al-Sabaawi et al., 2021).
2. Related studies: There are several studies have attempted to examined the
factors of mobile payments, those studies used various technology adoption
theories as a base of their research models, as well as, some of them focused
on technological factors and other behavioral factors. Table (1) presents the
Summary of the research on m-health adoption in different developing and
developed countries.

Table (1): Summary of the related research on m-wallet adoption

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Source: Authors based on the reviewed studies

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As showed in table 1, the previous studies have performed models

such as the UTAUT (Unified theory of acceptance and use of technology)
model to identify the factors that affect the users’ intention to adopt new
information technologies (Kaitawarn, 2015; E. Slade et al., 2016; E. L. Slade
et al., 2015). While (E. L. Slade et al., 2014) has used UTAUT2 model. The
other model that has been used for examining the mobile payment is TAM
(technology acceptance model), where it used by (De Luna et al., 2019; Kim
et al., 2010; Liébana-Cabanillas et al., 2014a, 2015; Upadhyay & Jahanyan,
2016), whereas (Jaradat & Al-Mashaqba, 2014) has been used TAM3. Other
studies has combine between two models such as (Thakur & Srivastava,
2014) depended on TAM and UTAUT, (Liébana-Cabanillas et al., 2014b)
used TRA and TAM, (Kapoor et al., 2015) used DOI (Diffusion of
Innovations theory) and PCI (Perceived Characteristics of Innovating
theory). The other model that was popular for examining the mobile payment
is TAM (technology acceptance model). It has used by (De Luna et al., 2019)
for determine the factors which impact on user adoption of mobile payment
systems, in additional compare these factors to determine consumer
acceptance of NFC (Near Field Communication), SMS (Short Message
Service) and QR (Quick Response) mobile payment systems. The study of
(Liébana-Cabanillas et al., 2015) has focused on examines the users’
acceptance of Quick response (QR) m-payment systems depending on TAM.
The study of (Liébana-Cabanillas et al., 2014a) has attempted to examine the
adoption of m-payment by proposing model, In addition to analyzing the age
of the consumer and its impact on the use of this tool. The experimental
results demonstrated the behavioral model suggested was adjusted
appropriately. This proves that the age of the user plays a significant role in
differences in the suggested connections between the ease of using the
payment system and external factors between the ease of use and perceived
trust in the system, as well as between the trust in the system and a favorable
attitude towards its use. The research model which proposed in the paper of
(Kim et al., 2010) for dividing m-payment users into early and late adopters
and outlining the various elements that influence each group's propensity to
use m-payment. Investigating important variables that influence people's
intentions to accept and use mobile payment in Jordan is the goal of the study
(Jaradat & Al-Mashaqba, 2014).

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3. Research model and hypothesis development: The following section

review the aspects of proposed research model and hypothesis, this study
utilized UTAUT with privacy as a foundation for the study. Fig. 1 presents
the proposed research model.
3-1. Performance Expectancy (PE): Performance expectancy is one of the
significant factors to influence the e-payment (Gupta & Arora, 2020). Users
believe that using m-wallet will facilitate the attainment of excellent payment
performances (Venkatesh et al., 2003). According to (Junadia, 2015), In
general performance expectancy is when customers receive more benefits
than applying the payment via traditional methods. PE is considered from
the perspective of convenience in transactions, transaction productivity, and
speed in transactions. The results of (Tusyanah et al., 2021) study found that
the most important element influencing behavioral intentions to use an m-
wallet was performance expectations. Accordingly, the following hypothesis
was formulated “Performance expectancy has a significant effect on
intention of m-wallet adoption”
3-2. Effort Expectancy (EF): Effort expectancy in the m-wallet in particular
and in e-payment in general means how easy to use and clear to understand
when users intent to interact with the system (Venkatesh et al., 2003).
According to (Nguyen et al., 2014), intent of use of m-wallet is inversely
proportional to the effort you make in using m-wallets. EF also means how
easy using and understanding the systems without special skills (Venkatesh
et al., 2003). EF is significant in influencing the behavioral of intention to
use the application cashless transactions(Tusyanah et al., 2021).
Accordingly, the following hypothesis was formulated “Effort expectancy
has a significant effect on intention of m-wallet adoption”
3-3. Facilitating Condition (FC): Facilitating condition is an individual
believe the technical and organizational infrastructures will help in adapting
and using the technology system in a convenient way (Phan et al., 2020).
Most of the researchers measured the influence of the FC on behavior not on
intention (Tusyanah et al., 2021). The higher the FC, the higher the intention
to use cashless applications in e-payment (Tusyanah et al., 2021). Oliveira,
et.al. (2015) conducted research entitled “Extending the understanding of
mobile banking adoption: When UTAUT meets TTF and ITM” who found
that FC influence behavioral intention of using mobile wallet (Baptista &
Oliveira, 2015). Accordingly, the following hypothesis was formulated

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“Facilitating condition has a significant effect on intention of m-wallet

adoption”
3.4 Price value: Price value is defined as the balance between the service’s
perceived value and the monetary expenses for using that service, and it was
evaluated by the value offered when using the service comparing with the
cost of using it (Venkatesh et al., 2012). The higher perceived value (price
value is one dimension of the perceived value (Sweeney & Soutar, 2001))
the consumer get, the more desire they have to use the service (Oluwafemi
& Dastane, 2016). According to (Wibowo et al., 2016), “price value does
not have significant influence towards behavioral intentions by using the
level of significance of 0.05”. Hence, and due to the differences in measuring
the price value influence on the intention of m-wallet, this study had the price
value in its model. Accordingly, the following hypothesis was formulated
“Price value has a significant effect on intention of m-wallet adoption”
3-5. Habit: Consumers who automatically engage in a particular conduct are
said to have a habit because of a satisfying result obtained from a previous
experience in the same environment (Venkatesh et al., 2012). Studies have
examined various technology usage habits, and found that it has a positive
relationship with users’ intention to use m-payments (Jia et al., 2014) .
Behavioral and psychology sciences suggest that consumers’ habits are
significant factors of technology adoption (Limayem et al., 2007). In
UTAUT2, Venkatesh et al. (2012) have found that habits have the more
significant impact on intention behavioral than any other factor in the model.
According to several studied “consumers would increase their willingness to
use similar mobile technology services when forming a habit of using mobile
technology” (Baptista & Oliveira, 2015)(C.-H. Hsiao et al., 2016).
Accordingly, the following hypothesis was formulated “Habit condition has
a significant effect on intention of m-wallet adoption”
3-6. Hedonic Motivation: It one of the important factors in m-wallet
services adoption, hedonic motivation factor is a one of the requirement in
users attraction to adopt m-wallet (E. L. Slade et al., 2014). It can be defined
as “the enjoyment that users feel when using electronic payment technology”
(Salimon et al., 2016). Accordingly, the following hypothesis was
formulated “hedonic motivation has a significant effect on intention of m-
wallet adoption”

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3-6. Privacy: The (Amoroso & Magnier-Watanabe, 2012) and (Chen, 2008)
studies have shown that the security and privacy of m-wallet is the degree in
which the consumers’ information was kept safe and intent without any
authorized access, as well as the consumers’ information is kept confidential.
According to (Tran, 2020), users relate to trustworthiness when they intent
to use e-wallet and this will increase their intention of using a specific
system. However, according to (Yuwono & Sari, 2021), the security and
privacy showed an insignificant positive relationship with the e-payment
intention. Accordingly, the following hypothesis was formulated “Privacy
has a significant effect on intention of m-wallet adoption”
3-7. Behavioural Intention: The behavioral intention is expressed in the
readiness of the consumer to use the service/product (Venkatesh et al., 2003)
. The user attitude toward products and services has a statistically significant
effect on the purchase intention (Won & Kim, 2020). The Study of (PHAN
et al., 2020) concluded, “The higher the intention the consumer is likely to
have, the higher the actual behavior and vice versa”

Performance
expectancy (PE)
Effort expectancy H1
(EE)
H2
Facilitating
conditions (FC) H3
Hedonic H4 Behavioral
Motivation (FM)
Intention of M-
H5 wallets
Price value (P)
adoption
H6
Habit (H)
H7

Privacy (PR)

Fig. 1. Research model

Source: Authors
4. Research methods
4-1. Questionnaire design and source of data: The primary objective of
this study is to examine the factors influencing M-wallets from the people's
perspective. This study investigated the effects of M-wallet adoption

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intention using UTAUT theory. A theoretical foundation was used to

develop hypotheses. Additionally, in the positivist paradigm, researchers
gather quantitative data and employ a suitable statistical method to evaluate
the data in order to test the hypotheses that are put forth. (Robson and
McCartan 2016). Adults in Iraq who have Bachelor's degrees and above were
selected as the research subjects. A survey approach was used in this study
to gather quantitative data, A total of 230 samples were received were valid
samples. Based on the relevant literature, the questionnaire was designed.
Table 1 lists the constructs and literature resources. Where necessary, these
scales were altered to fit the context of M- payments.
Table (1): questionnaire items with literature resources
Variables References
Performance (Junadia, 2015; Rabaa’i, 2021; Rabaa’i &
expectancy (PE) AlMaati, 2021; Venkatesh et al., 2012)
Effort expectancy
(Rabaa’i & AlMaati, 2021; Venkatesh et al., 2012)
(EE)
Facilitating
(Rabaa’i, 2021) (Venkatesh et al., 2012)
conditions (FC)
Price value (P) (Venkatesh et al., 2012)
Habit (H) (Putri, 2018; Venkatesh et al., 2012)
Hedonic Motivation (Venkatesh et al., 2012)
Privacy (PR) (Junadia, 2015)
Behavioral Intention
of M-Wallet (Rabaa’i, 2021; Venkatesh et al., 2012)
adoption
Source: Authors based on related studies
4-2. Statistical methods: To investigate the causal connection between the
measurement model's and structural model's variables, structural equation
modeling (SEM) has been used. SEM deals with a system of regression
equations, not only with a single simple or multiple linear regression, thus it
is very flexible tool. The SEM considers several equations simultaneously,
which was the main reason for considering it instead of ordinary regression
analysis. “The same variable may represent a predictor (regressor) in one
equation and a criterion (regressand) in another equation” (Nachtigall,
Pawloski, & Au, 2003). The commercial software AMOS 26 was employed
for the analysis.

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5. Empirical analysis
5-1. Sample characteristics: Table 2 presents the sample characteristics.
Table (2): sample characteristics
Gender N %
Male 175 76
Female 55 24
Age (years) N %
Less 25 43 19
25-30 64 28
30-45 92 40
Above 45 31 13
Educational qualification N %
Bachelor's degree 148 64
Higher diploma 5 2
Master 50 22
PhD 27 12
Source: Authors based on SPSS results
230 valid samples in total were collected. The respondents were 76% male
and 24% female. The majority of the samples came from respondents who
ranged in age of 30 and 45 (40%), representing a total of 92 respondents. In
addition, most of the samples 64% have Bachelor’s degree.
5-2. Descriptive statistics: Table 3 presents the sample characteristics
Table (3): Descriptive statistics analysis

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Source: Authors based on SPSS results.

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5-3. Measurement model: reliability and validity: For the factor loading,
Cronbach's alpha, and Composite Reliability (CR) analyses, the commercial
software SPSS 16.0 and AMOS 26 are utilized (Table 4). Cronbach's alpha
coefficients for all variables ranged from 0.60 to 0.850. The latent construct's
CR value ranged from 0.60 to 0.88. These findings attest to the
questionnaire's validity and internal consistency. The reliability test yielded
an average variance extracted (AVE) of between 0.69 and 0.85. These data
suggest excellent convergent validity for each latent variable.
Table (4): Internal reliability and convergent validity test results
Constructs Loadings Cronbach’s Alpha CR
PE1 0.716
Performance
PE2 0.732
expectancy (PE) 0.671 0.592
PE3 0.724
PE4 0.788
EE1 0.614
Effort expectancy (EE) EE2 0.614
0.743 0.680
EE3 0.603
EE4 0.657
Facilitating conditions CO1 0.733
0.664 0.652
(FC) CO2 0.818
FM1 0.782
Hedonic Motivation 0.736 0.608
FM2 0.738
P1 0.211
Price value (P) P2 0.781 0.6 0.634
P3 0.843
H1 0.793
Habit (H) H2 0.773 0.8.5 0.707
H4 0.786
PR1 0.894
Privacy (PR) PR2 0.814 0.848 0.710
PR3 0.747
BI1 0.815
Behavioral Intention
BI2 0.716 0.839 0.704
of M- wallets adoption
BI3 0.732
Source: Authors based on SPSS and AMOS results

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5-4. Hypotheses testing analysis: The suggested model was validated using
a structural equation model using AMOS. After evaluating reliability and
validity of the measurement scales, the research hypotheses were tested,
below table show hypotheses results.
Hypothesis Estimate S.E. C.R. P Label
H1 BI <--- PE .339 .083 4.082 *** Acceptance
H2 BI <--- EE -.029 .054 -.534 .594 Rejected
H3 BI <--- CO .356 .102 3.483 *** Acceptance
H4 BI <--- FM .238 .059 4.029 *** Acceptance
H5 BI <--- P .061 .051 1.214 .225 Rejected
H6 BI <--- PR .212 .045 4.685 *** Acceptance
H7 BI <--- H .434 .059 7.406 *** Acceptance
Source: Authors based on AMOS results
6. Discussion: This study proposed a model based on UTAUT theory with
privacy to explore the determinants of the m-wallet adoption according to
users’ perspective. The findings suggest that the performance expectancy,
facilitating conditions, hedonic motivation, habit, and privacy are effect on
intention of users toward m-wallet adoption. As it is evident through the
results that all hypotheses are accepted with the exception of H2 and H5, and
therefore this is a positive indication. With respect to performance
expectancy, when users perceived benefits and advantages of this application
m-wallets will motivate their behavioral intentions toward the adoption of
m-wallets. This significant effect of PE on BI was supported prior in
particular to m-wallets studies (e.g., (Singh et al., 2020) (Rabaa’i, 2021). As
for the facilitating conditions, the results demonstrated that there is a
significant effect of facilitating conditions on behavioral intention toward the
adoption of an m-wallet. This finding is consistent with prior empirical
efforts (Chawla & Joshi, 2019) (Rabaa’i, 2021). The results of this study
confirmed that there is a significant positive effect of hedonic motivation on
behavioral intention. The users who felt enjoyment, and pleasure when they
used m-wallet for sending or receiving money, their intention will be
improved toward m-wallet. This result was consistent with the results of
previous studies as a study (Rabaa’i, 2021). The hypothesis related to the
effect of price value on users' intention toward of m-wallet was not
supported. that means a non-significant effect of price value on users'

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behavioral intention to adopt an m-wallet. This result may be caused by the

cost of using m-wallet apps that are not expensive against the benefits that
users gain. This is consistent with (Rabaa’i, 2021). The results suggest that
privacy is a significant factor towards adopting m-wallet. This result was in
agreement with the recent study (Salloum,2019) .The habit was to be
affecting intention to use m-wallets, this finding is consistent with some prior
studies (Bhattacherjee and Lin, 2014) (Gaitan ,et.al, 2015).
7. Conclusions and implications: This study focused on investigating the
individual use of technology, it proposed a research model for users'
adoption of M-wallet. The study contributes to the body knowledge of
information systems. Although the existence many studies related to users'
adoption of M-wallet; there are few studies that examined user adoption
behavior in Iraq context. The results reflected the behavior of users toward
m-wallet as well as they may enhance the understanding of individuals’
behavior toward technologies in general in Iraq.
7-1. Contribution to theory: This study focused on developing countries,
especially Iraq. It has added to the adoption and acceptance literature on M-
wallet, where this area academically and practically is still in its early stages.
As well as this study focused on the intention of the users toward M-wallet
at Iraq, so to the best of our knowledge, it the first study that empirically
examined the behavioral of users at Iraq toward M-wallet.
7-2. Implications for practice: Examining the factors that affect users
toward adopting the m-wallet from the users’ view, it has practical
implications for some organizations that wish to increase the use of their m-
payment apps. Suggestions are made as follow for organizations that offer
M-wallet services. First, the results of this study prove that performance
expectancy, facilitating conditions, hedonic motivation, habit, and privacy
are important reasons that users adopt m-wallet. Therefore, in practice,
organizations should take these factors into their account when offering their
m-payment services.
7-3. Limitations and future research directions: This study is one of the
few to make an attempt to explain people's views regarding the adoption of
m-wallets from a theoretical standpoint with empirical support. This research
created a theoretical model based on UTAUT and privacy. Although the
study's contributions, this study has some limitations, the study examined the
factors of UTAUT with privacy to explore the intention of individuals

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toward m-wallet, there are still many other factors that were not considered.
The study suggests that can include pertinent research parameters or
alternative theories to examine the effect of users' adoption intentions of m-
wallet. As well as, explore the user's intentions based on dual-factor concepts
that combine technology adoption from the perspective of enablers and
inhibitors.
8. Acknowledgments: The authors are very grateful to the University of for
their provided facilities to perform the study.
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