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Mobile Payment Adoption and Entry of Alipay in Brunei
Abstract
This chapter relates to mobile payments adoption in Brunei, and the introduction of foreign app Alipay in 2019 to support financial inclusion. Even with robust infrastructure (98.9% mobile coverage, 125% smartphone penetration), cash is the most prevalent mode in Brunei. A mixed-methods survey among 338 users, incorporating TAM, UTAUT, and DOI, captured 72.2% adoption, but mainly youths, with low Alipay usage. Low digital literacy, security, regulatory, and low merchant acceptance are the main barriers. Comparative assessment against Malaysia and Singapore put interoperability and regulatory skill at the center of success drivers. The chapter offers policy relevant recommendations: localization of Alipay, interoperability with domestic platforms such as 'tarus', and digital literacy. These recommendations guide scholars, industry, and policymakers, in alignment with Brunei's Wawasan Brunei 2035 vision of a cashless nation.
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