Impact of Digital Payment Tools on Online Consumer Purchase Behaviour

Abstract

The study is about to analyse the gradual changes in the online consumer purchase behaviour due to improvised digital payment tools. Due to advancements in online payment options such as BHIM, UPI, PhonePe, WhatsApp App Money etc., Consumers have shown wide-ranging purchase behaviour. In the present study, author has explore how online purchase behaviour has been altered in comparison to the conventional patterns of online purchases due to the emergence of different digital payment tools. Initiative of Government of India with a digital India vision transformed the digitally empowered society in to another phase. In the year 2016, Indian government-imposed demonetization, primary objective of demonetization was carving the black money out and secondary objective was to make the Indian economy cashless. Demonetization has been proved as a mile stone in India for moving towards digitalization. Further, COVID-19 has influenced everyone s lives in all aspects. As a preventive action, lockdown was imposed and this has led to dependence on digital payment tools. During covid19, consumers were unable to deal with hard cash that make a shift towards online purchase. This changed market environment, brought many changes in the society for their selection of online purchase and online payment modes, therefore influencing the online purchase behaviour. The study especially targets the consumer of India specifically Delhi NCR region. After extensive literature review and EFA five factors were identified namely 1. Perceived ease of use 2. Trust 3. ISQ. 4. ADPT 5. ATTI towards Technology. Convenience sampling method will be used, the study will also examine customer s attitude towards technology. Convenience sampling method will be used, and data will be collected through structured questionnaire, sample size will be 400 from Delhi NCR region, but the valid data was collected from 396 respondents. SMRART PLS 4.0 (SEM) was applied for analysis of data. The study will also be helpful to the marketer, policy maker and professional associates in the decision-making policies regarding how they can increase their market shares by adding different digital payment tools to their respective websites. newline newlineKeywords , Digital Payment Tools, Online Purchase Behaviour, Digital India, Digital Transformation, COVID-19, Digital Payment ecosystem, UPI Eco System, Demonetization, Digital Infrastructure. newline newline