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THE ROLE OF EFFECTIVE FACTORS IN UTAUT MODEL ON BEHAVIORAL INTENTION
Copyright policy )THE ROLE OF EFFECTIVE FACTORS IN UTAUT MODEL ON BEHAVIORAL INTENTION
Digital transactions are growing globally. India has embarked on this journey but still lags behind, in comparison to other countries. The paper attempts to find factors which affect behavioral intention among small merchants for adopting technology. Small merchants in unorganized sector are an important part of Indian business framework. The paper is a deductive research wherein it makes UTAUT model its base and adapts to the Indian context. The paper tests models and hypotheses with the help of Structural Equation Modelling (SEM). Few variables like performance expectancy, effort expectancy and habit were found to have an effect on intention to adopt cashless method; surprisingly factors profound to Indian consumers such as trust, perceived value and social influence were not found to have an effect on behavioral intension. The study is useful for the digital payment service providers, telecom companies, small merchants, Government and society. It also proposes strategic initiatives to boost digital transactions. It is unique as the survey is in the unorganized sector.
Microsoft Academic Graph classification: Expectancy theory Government business.industry media_common.quotation_subject Strategic Initiative Intension Context (language use) Payment Structural equation modeling Payment service provider Marketing business media_common
Library of Congress Subject Headings: lcsh:Management. Industrial management lcsh:Business lcsh:HD28-70 lcsh:HF5001-6182
india, payments, digitalization, cashless economy, General Earth and Planetary Sciences, digital methods, General Environmental Science
india, payments, digitalization, cashless economy, General Earth and Planetary Sciences, digital methods, General Environmental Science
Microsoft Academic Graph classification: Expectancy theory Government business.industry media_common.quotation_subject Strategic Initiative Intension Context (language use) Payment Structural equation modeling Payment service provider Marketing business media_common
Library of Congress Subject Headings: lcsh:Management. Industrial management lcsh:Business lcsh:HD28-70 lcsh:HF5001-6182
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citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).4 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Top 10% influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Average impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Average citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).4 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Top 10% influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Average impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Average
Citations provided by BIP!Popularity provided by BIP!Digital transactions are growing globally. India has embarked on this journey but still lags behind, in comparison to other countries. The paper attempts to find factors which affect behavioral intention among small merchants for adopting technology. Small merchants in unorganized sector are an important part of Indian business framework. The paper is a deductive research wherein it makes UTAUT model its base and adapts to the Indian context. The paper tests models and hypotheses with the help of Structural Equation Modelling (SEM). Few variables like performance expectancy, effort expectancy and habit were found to have an effect on intention to adopt cashless method; surprisingly factors profound to Indian consumers such as trust, perceived value and social influence were not found to have an effect on behavioral intension. The study is useful for the digital payment service providers, telecom companies, small merchants, Government and society. It also proposes strategic initiatives to boost digital transactions. It is unique as the survey is in the unorganized sector.