Moderating effect of self-efficacy and social influence on e-payments adoption among Indian millennials
by P.S. Raghu Kumari; Arpit Lodha
International Journal of Technology Marketing (IJTMKT), Vol. 15, No. 2/3, 2021

Abstract: Indian economy is aiming to achieve $1 trillion of economic value from the digital economy by 2025 with the help of increased infrastructure and digital adoptions. Inspired by TAM and UTAUT2 models, our study aimed at testing the moderating effect of self-efficacy (SE) and social influence (SI) on e-payments adoption among Indian millennials using primary data. It was found that PEU and security are positive and significant, both SE and SI have a moderating effect with security and PEU respectively and multi-group analysis gave more interesting insights on this. The findings are highly useful for managers, app designers and policymakers to increase the e-payments adoption, and thereby it helps India to become a cashless economy.

Online publication date: Fri, 15-Oct-2021

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