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VOL. 1, ISSUE 2 (2025)
Impact of digital payment adoption on consumer purchase behaviour in India
Authors
Nital Kothari
Abstract
Digital payment systems have transformed
transactional behaviour in emerging economies, particularly in India, following
rapid technological advancements and financial inclusion initiatives. This
study examines the influence of digital payment adoption on consumer purchase
behaviour, focusing on perceived convenience, security, trust, promotional
incentives, and ease of use. Primary data were collected from 412 respondents
through a structured questionnaire. Structural Equation Modelling (SEM) was
employed to examine the relationship between independent variables and digital
payment-driven purchase behaviour. Results reveal that perceived convenience,
trust, and ease of use significantly affect consumers’ likelihood of purchasing
via digital payment systems, while promotional incentives exert a moderate
effect. This study contributes to the growing literature on consumer behaviour
and financial technologies and provides implications for policymakers, fintech
companies, and retail marketers to enhance digital transaction experiences.
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Pages:17-18
How to cite this article:
Nital Kothari "Impact of digital payment adoption on consumer purchase behaviour in India". International Journal of Research in All Subject, Vol 1, Issue 2, 2025, Pages 17-18
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