By Prof. Ts. Dr. Norazah Mohd Suki
KUALA LUMPUR, 25 March 2025: Prof. Ts. Dr. Norazah Mohd Suki, Professor of Marketing and E-Commerce at Othman Yeop Abdullah Graduate School of Business (OYAGSB) has earned a distinguished honor.
Her co-authored research paper landed among the Top 10 Most-Cited Papers of 2023 in the prestigious Wiley journal, Human Behavior and Emerging Technologies. This achievement highlights the substantial global influence and scholarly impact of her work within the field of digital consumer behavior.
The article, titled “Moderating Role of Perceived Trust and Perceived Service Quality on Consumers’ Use Behavior of Alipay e-Wallet System: The Perspectives of Technology Acceptance Model and Theory of Planned Behavior,” was co-authored with Yang Tian, Tak Jie Chan, and Mohd Ariff Kasim. Selection for this prestigious list was based on citation data provided by Clarivate Analytics, which tracked the most referenced works published between 1 January 2023 and 31 December 2023.
This high-impact study provides valuable insights into consumer behavior concerning digital wallet systems. By integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research offers a robust analytical framework. Furthermore, by identifying perceived trust and service quality as key moderating variables, the research offers strategic guidance for technology developers and policymakers within the digital finance ecosystem.
“This recognition emphasizes the critical role of consumer psychology in shaping the future of the digital economy. I am deeply honored that our research has garnered significant traction among global scholars, reinforcing its relevance in fintech and beyond,” said Prof. Norazah, who was also recently named among the Top 10 Researchers from Malaysia in Stanford University and Elsevier BV’s 2024 List of the World’s Top 2% Scientists.
Human Behavior and Emerging Technologies is ranked in the 99th percentile of journals within the Social Sciences category, making this achievement exceptionally prestigious. The paper’s inclusion in the journal’s Top-Cited list reaffirms its significance to academia, fintech innovation, and consumer experience design.
