THE IMPACT OF SOCIAL ADVOCACY AND POLICY PERCEPTION ON CONSUMERS’ INTENTION TO USE DIGITAL PAYMENT IN MOUNTAINOUS AREAS

Abstract

Amid Vietnam’s accelerating digital transformation, digital payment plays a pivotal role in promoting financial inclusion and modernizing consumption, especially in mountainous areas where infrastructure and technology remain limited. This study aims to investigate the influence of social advocacy and policy perception on consumers' intention to use digital payment services in the northern mountainous region of Vietnam. Data were collected from a field survey of 860 residents in Lang Son and Cao Bang provinces, utilizing an ordered logistic regression model in conjunction with qualitative analysis of open-ended responses. The results reveal that both social advocacy and policy perception have positive and statistically significant effects on the intention to continue using digital payment services. Additionally, individual characteristics such as education level, income, and age also show notable influence. The complementary qualitative analysis highlights practical suggestions from local residents, emphasizing the need to improve infrastructure, simplify transaction procedures, and increase promotional incentives. The findings offer important policy implications for fostering the development of digital finance and narrowing the digital divide in mountainous regions.