Title: Assessing the predictors of intention to use unified payment interface: the role of age and gender as moderators

Authors: Poulami Saha; K.B. Kiran

Addresses: School of Management, National Institute of Technology Karnataka, Surathkal. Karnataka, India ' School of Management, National Institute of Technology Karnataka, Surathkal. Karnataka, India

Abstract: Discovering significant predictors of behavioural intention towards unified payment interface (UPI) usage is crucial because UPI is an exemplary digital innovation and UPI enabled payments are preferred by both payer and payee. The present study extended UTAUT3 with an additional construct called word of mouth content (WOMC) and verified its influence on the intention of UPI users. The study also examines whether age and gender moderate the association between WOMC and intention. Data were collected using consumer intercept survey and analysed with structural equation modelling. The moderating effects were examined using multi-group analysis. The results state that performance expectancy, social influence, habit, personal innovativeness and WOMC are significant predictors of the intention of UPI users and the relationship between WOMC and intention differs across gender but not across age. This study is the first of its kind to carry out empirical research on the adoption of UPI in an emerging economy like India.

Keywords: word of mouth content; WOMC; behavioural intention; unified payment interface; UPI; multi-group analysis.

DOI: 10.1504/IJBIR.2025.144743

International Journal of Business Innovation and Research, 2025 Vol.36 No.3, pp.333 - 348

Received: 14 Dec 2021
Accepted: 16 Mar 2022
Published online: 03 Mar 2025 *

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