Revista de la Academia de Estudios de Marketing

1528-2678

Abstracto

A Study on Factors Affecting the Cashless Payment Mode: With Special Reference to Delhi

Atul Gautam and Sanjeev Kumar

The main objective of this research to create an appropriate framework by including essential elements from the well known theories to explore the factors that impact behavioral intentions towards implementing cashless payment mode(CPM). The sample region of the study is Delhi to identify the user’s viewpoint to adopt CPM. Further, this study used a “partial least squares-based structural equation modeling” technique to analyse the relationships between latent factors. The Outcome of the model showed that there are 11 independent variables together explain the intention to use CPM with a 60.5% explanatory power. The result shows that PU is the most important element which affects the user’s readiness to adopt CPM. Finally, the findings of moderator effects indicate that income and experience interact positively and strongly with behavioral intention to adopt CPM. This study integrated critical elements from the major theories, such as Theory of Reasoned Action, Technology Acceptance Model, Decomposed Theory of Planned Behaviour, the unified theory of acceptance and use of technology (UTAUT) model and UTAUT2, to investigate the adoption of CPM. Accordingly, these results could aid policymakers in addressing people’s concerns and facilitating a seamless transition to a cashless society.

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