A mixed methods UTAUT2-based approach to understanding unified payments interface adoption in BOP users
by Rohit Joshi
International Journal of Electronic Banking (IJEBANK), Vol. 4, No. 3, 2024

Abstract: The unified payments interface (UPI), a digital payment platform, lags in adoption at the bottom-of-the-pyramid (BOP) segment, which represents most of the Indian population. This study examines factors influencing the behavioural intentions of BOP users to use UPI, extending the UTAUT2 theory through thematic analysis. Employing a mixed methods approach, it combines thematic and quantitative analyses (structural equation modelling). Thematic analysis identified nine factors, including four new ones in the UPI context: knowledge, social benefit, personal inertia, and perceived security risk, alongside five consistent with UTAUT2: performance expectancy, effort expectancy, facilitating condition, social influence, and price value. Quantitative analysis validated UTAUT2 in the UPI context, with all factors (except effort expectancy and personal inertia) significantly impacting BOP users' intentions. Social influence emerged as the strongest predictor. This study contributes to understanding UPI adoption, particularly among BOP users in India, presenting a validated theoretical model that extends technology adoption literature.

Online publication date: Wed, 26-Jun-2024

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