Analysing consumer behaviour by integrating digital payment awareness into the UTAUT model
by Harish Kumar; Rajni Sofat
International Journal of Electronic Finance (IJEF), Vol. 13, No. 2, 2024

Abstract: Currently, the market is flooded with internet-based services, including digital payment. The study examines the impact of performance expectancy, effort expectancy, social influence, facilitating conditions, and digital payment awareness on behavioural intention and consumer buying behaviour. It also investigates mediating role of behavioural intention between independent and dependent variables. Surveys were used to learn about digital payment patterns in Uttarakhand, India. We used SmartPLS-3.0 to test hypotheses. Overall, performance expectancy, effort expectancy, social influence, facilitating conditions, and digital payment awareness favourably affected customer buying behaviour. However, behavioural intention partially mediated the link between performance expectancy, social influence, facilitating conditions, and consumer buying behaviour, and fully mediated the relationship between effort expectancies, digital payment awareness, and consumer buying behaviour. The results of this study could help fintech companies, banks, payment gateways, and governments build user-friendly technological improvements, regulatory rules, and frameworks to make digital payments better and more accessible for everyone.

Online publication date: Tue, 02-Apr-2024

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