Consumer Adoption Intention for Digital RMB

With the rapid development of the digital economy, promoting and popularizing digital RMB as a legal digital currency is highly significant. This study aims to investigate consumer adoption intention for digital RMB and its major determining factors. A questionnaire survey was conducted in major cities of China. The results showed that consumer adoption intention for digital RMB is affected by perceived ease of use, perceived usefulness, perceived pleasure, and subjective norms, while perceived risk negatively impacts adoption intention. Specifically, perceived usefulness has the most significant effect, as consumers believe digital RMB can effectively improve payment efficiency and convenience. Perceived ease of use also positively influences adoption intention, indicating that operational simplicity attracts consumers. Perceived pleasure enhances adoption by making the payment process more enjoyable. Subjective norms promote acceptance through social group influences. Compared with third-party payment platforms, digital RMB scores slightly lower on ease of use, usefulness, and pleasure but has significantly lower perceived risk, indicating higher security. However, adoption intention remains higher for third-party platforms, mainly due to their wider application scenarios and greater user stickiness. Additionally, the study found consumers with high education, high income, high expenditure, and employees of state-owned companies are more willing to adopt digital RMB, especially when shopping in stores. By optimizing digital RMB’s functional design, improving user experience, and expanding application scenarios, we can effectively increase adoption willingness and promote digital economy development.