Assessing Consumer Behavior of Using G-Cash Mobile Payment of Small Enterprise in Litex, Quezon City

Vol.4, No.1

Abstract

The purpose of the study is to determine how the G-Cash as a payment method affects
consumer behavior in terms of attitude, subjective norms, and perceived behavioral control.
The element affects consumer behavior when using G-cash mobile payment in terms of
attitude, subjective norms, and perceived behavioral control; the problems encountered in
terms of regulatory compliance, fraud risk, customer mindset, and lack of trust.

Overall, the researchers recommend enhancing security measures to ensure that users'
personal and financial information is secure, and they also offer rewards and incentives to
encourage users to use their platform. The researchers highly recommend offering offline
payment options for users in areas with poor internet connectivity to ensure that users can
still make transactions even without an internet connection. Allow users to customize their
app and payment settings to make it more personalized and tailored to their needs. G-cash
should invest in marketing campaigns to increase awareness of their product and educate
consumers about the benefits of using G-cash as a payment method.