The Impact of Cashless Payment Adoption on Impulsive Spending Behavior Among Generation Z: Empirical Evidence from Vietnam

The rapid expansion of digital payment infrastructures and e-wallets has fundamentally altered consumer transaction habits, particularly among digital natives. Grounded in the Technology Acceptance Model (TAM) and mental accounting theory, this study investigates the empirical impact of cashless payment adoption on the impulsive spending behavior of Generation Z consumers in Vietnam. A quantitative survey was administered to 320 Gen Z respondents across major metropolitan areas, utilizing a 5-point Likert scale. Multiple linear regression and reliability tests were deployed to evaluate the proposed hypotheses. The empirical findings reveal that perceived convenience, promotional incentives, and subjective social norms exhibit a statistically significant positive effect on spending frequency and impulsive purchasing. Notably, the reduction in the psychological 'pain of paying' significantly diminishes financial self-control among younger cohorts. Based on these insights, the paper proposes actionable recommendations for higher education institutions, fintech platforms, and policymakers to foster financial literacy.