DIGITAL TRANSACTIONS AND THEIR INFLUENCE ON CONSUMER PURCHASING BEHAVIOUR: AN EMPIRICAL ANALYSIS
DOI:
https://doi.org/10.48047/m01vs773Abstract
Abstract
The market is currently overflowing with internet-based services due to the internet's growing popularity, with digital transactions standing out as one of the most crucial ones. This study is based on the literature available on the theory of planned behavior (TPB). The research aims to investigate the correlation between perceived usefulness, perceived ease of use, and trust, as well as the factors that influence users' behavioral intention to use digital transactions. The objective of the study is to examine the role of perceived usefulness, perceived ease of use, and trust in the technology adoption model. We collected data from the northern part of India, specifically the Delhi NCR Region, to investigate consumer buying behavior. We used convenience sampling and collected data through a structured questionnaire, with a sample size of 200 individuals from Northern India and the Delhi NCR region. We used SmartPLS-4 to test our hypotheses. Therefore, to address the research question, we conducted a study among digital transaction users. The findings for the total sample demonstrated that behavioral intention and consumer buying behavior were favorably and significantly influenced by perceived usefulness, perceived ease of use, and trust. The findings of this study may be useful for fintech companies, banking institutions, payment gateways, governments, marketers, policymakers, and professional associates to create and design user-friendly technological innovations, policy guidelines, and frameworks to boost digital payments
Keywords: Digital transactions; Perceived usefulness, Perceived ease of use, Trust; Behavioural intention; Consumer buying behaviour; Theory of planned behaviour.
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