Title: Does the availability of digital payment sway consumer buying behaviour?

Authors: Harish Kumar; Rajni Sofat; Sargam Bahl Walia; Megha Sharma; Anuj; Priyanka Purohit

Addresses: School of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India ' Finance and Commerce Department, Guru Nanak Institute of Management and Technology, Punjab, India ' School of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India ' School of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India ' School of Management, Graphic Era Deemed to be University, Dehradun, Uttarakhand, India ' School of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India

Abstract: The market is currently saturated with internet-based services, including digital payment. The study investigates the effects of behavioural intention and consumer purchasing behaviour on performance expectancy, effort expectancy, social influence, facilitating factors, and digital payment availability. It also studies the function of behavioural intention as a mediator between independent and dependent variables. In Uttarakhand, India, surveys were utilised to learn about digital payment practices. To test hypotheses, we used SmartPLS-3.0. Overall, customer purchasing behaviour was influenced positively by performance expectancy, effort expectancy, social influence, facilitating factors, and digital payment availability. Behavioural intention, on the other hand, somewhat mediated the link between performance expectancy, facilitating conditions, and consumer buying behaviour, and fully mediated the association between effort expectancies, social influence, digital payment availability, and consumer buying behaviour. The findings of this study could aid FinTech firms, banks, payment gateways, and governments in developing user-friendly technology enhancements, regulatory laws, and frameworks to make digital payments better and more accessible to everyone.

Keywords: digital payment; UTAUT model; digital payment availability; DPAV; behavioural intention; consumer buying behaviour; CBB.

DOI: 10.1504/IJEMR.2026.154010

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.4, pp.499 - 531

Received: 25 Jul 2023
Accepted: 08 Nov 2023
Published online: 10 Jun 2026 *

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