Consumer behaviour towards adopting sustainable alternative electronic payment methods
by Sandeep Prabhu; Vishal Kumar
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 20, No. 5, 2024

Abstract: Electronic payment methods are sustainable alternatives to cash transactions. This research identifies factors of consumer behaviour towards electronic payment methods. Consumer behaviour of electronic payment methods is operationalised using Confirmatory Factor Analysis (CFA), checked for validity and reliability, and then tested for Structural Equation Modelling (SEM). Data is collected from 467 users of electronic payment methods. CFA confirms five-factor structure of consumer behaviour of electronic payment methods as, facilitating conditions, effort expectancy, performance expectancy, perceived security, and behavioural intention. The SEM methodology suggests payment facilitating conditions and payment system performance expectancy lead to consumer's effort expectancy, and effort expectancy and consumer perceived security lead to consumer behaviour towards electronics payment method. Customer convenience ecosystem can resolve the challenge of cash transactions by integrating electronic payment systems. The research is significant considering recent consumer shift towards electronics payment methods as an alternative to cash transaction.

Online publication date: Mon, 02-Sep-2024

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