Determinants of Paleng-QR Ph plus Adoption among Micro-Entrepreneurs in General Santos City Public Market: A Study Using the Unified Theory of Acceptance and Use of Technology

Abstract

This study examined the determinants influencing behavioral intention to adopt Paleng-QR Ph Plus among micro-entrepreneurs in General Santos City Public Market, Philippines, using an extended Unified Theory of Acceptance and Use of Technology (UTAUT). A descriptive-correlational, quantitative cross-sectional survey was conducted with 120 micro-entrepreneurs (market vendors and tricycle operators) selected through simple random sampling. Data were collected using a modified and structured 39-item, 4-point Likert scale questionnaire adapted from prior UTAUT studies. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess the measurement model (outer loadings, reliability, convergent validity) and the structural model. The measurement model demonstrated excellent reliability, with Cronbach's alpha coefficients exceeding 0.90 and all outer loadings above 0.70. The structural model revealed that Effort Expectancy (β = 0.30, p < 0.01), Perceived Trust (β = 0.25, p < 0.01), and Self-Efficacy (β = 0.21, p < 0.05) had significant positive effects on Behavioral Intention, collectively explaining 73% of the variance (R² = 0.73). Performance Expectancy (β = -0.04), Social Influence (β = 0.10), Perceived Risk (β = 0.04), and Perceived Cost (β = 0.13) were not significant predictors. Effort Expectancy, Perceived Trust, and Self-Efficacy are the primary drivers of digital payment adoption among public market micro-entrepreneurs, meaning that ease of use, security trust, and personal confidence matter more than perceived productivity gains, social pressure, risk concerns, or cost. Policymakers and the Bangko Sentral ng Pilipinas may prioritize simplified interfaces, confidence-building training, and trust communication campaigns to accelerate Paleng-QR Ph Plus adoption.