Digital payment and consumer buying behaviour - an empirical study on Uttarakhand, India
by Harish Kumar; Rajni Sofat
International Journal of Electronic Banking (IJEBANK), Vol. 3, No. 4, 2022

Abstract: With the increasing popularity of the internet, the market is now flooded with internet-based services; one of the most important amongst all, is digital payment. By investigating the direct and mediated impacts of behavioural intention, the study investigates the function of performance expectancy, awareness and availability of digital payment in consumer behaviour. Surveys were used to collect data from Uttarakhand, a Himalayan state in India, to investigate digital payment behaviour. SmartPLS-3 was used to test the hypotheses. The findings for the total sample demonstrated that customer behaviour was favourably and significantly influenced by performance expectancy, digital payment awareness and availability. The data also demonstrated full mediation between performance expectancy, digital payment awareness and availability and consumer behaviour by behavioural intention. The findings of this study may be useful for Fin-Tech companies, banking institutions, payment gateways, and governments to create and design user friendly technological innovations, policy guidelines and framework to boost digital payments.

Online publication date: Thu, 26-Jan-2023

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