This study delves into the intricate processes of consumer transactions within e-money (or e-wallet) applications, across the pre-, during-, and post-transaction phases. Through in-depth interviews conducted with experts who concurrently serve as active users of e-money platforms, utilizing a qualitative research methodology and thematic analysis facilitated by the advanced Computer Assisted Qualitative Data Analysis Software (CAQDAS), particularly Atlas.ti, version 22, the research identifies three interconnected themes inherent in the e-money consumer transaction process: pre-transaction considerations, the actual transaction experience, and post-transaction reflections. A crucial aspect highlighted in this investigation is the discerning approach adoptedby e-money consumers, who engage in thorough background research on various Electronic Money Institutions (EMIs) to strategically select the most suitable provider. Additionally, the study draws attention to innovative features, such as a 'shake to get a reward' incentive, implemented by some EMIs, which enhance the overall user experience. The overarching aim of this research is to contribute significantly to the understanding of e-money consumer protection issues by unravelling the processes inherent in digital transactions. The findings not only shed light on the nuanced dynamics of e-money transactions but also provide crucial insights into consumer behaviours and preferences at each phase of the transaction process. Ultimately, this research serves as a valuable foundation for ongoing discussions aimed at enhancing consumer protection in the evolving landscape of digital financial interactions.

Previous research has extensively examined the utilization of e-money payment systems in Malaysia, yet there remains a dearth of knowledge regarding the initial adoption phase experienced by first-time users of these digital transactions. This study attempts to identify the underlying factors that compel individuals to embrace e-money transactions for the first time. Employing a structured interview guide, a primary data was gathered, leveraging the insights of e-money professionals who also happen to be the users. The primary data collection method employed was semi-structured interviews. Furthermore, the in-depth thematic analysis analysis was conducted through Computer Assisted Qualitative Data Analysis Software (CAQDAS), specifically Atlas.ti version 22.The findings reveal a comprehensive array of eleven distinct factors that influence the initial adoption of e-money, categorized into intrinsic and extrinsic factors. The research fills significant research gap in the current body of literature by offering insights from experts who have firsthand experience with the crucial process of adopting e-money.