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A Pathway to Technology Integration: Eliciting Consumer’s Behavioural Intention to Use Paytm Services

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  • Pooja Mehta
  • Himanshu Singla
  • Raiswa Saha
  • Shivani Tyagi

Abstract

The present study integrates the technology acceptance model (TAM) and the innovation diffusion theory (IDT) for analysing consumers’ intention to make use of Paytm services. It is a cross-sectional study; the data was gathered from 259 Internet consumers. The statistical tools, including structural equation modelling (SEM), are applied to understand the inter-construct relationships. The intention to use Paytm is positively influenced by a perceived ease of use, perceived usefulness and social influence. Moreover, the moderating effects of perceived risk (PR) are found to be significant on the associations among social influence, perceived ease of use and Paytm usage intentions. This study will help digital wallet service providers (DWSP), who focus on identifying the important factors for accelerating the use of mobile wallets. The findings will also facilitate the government to devise ways for augmenting cashless fund movement in the economy. Besides explaining the phenomenon of Paytm usage intentions, the study reveals the moderating role of PR with respect to various antecedents, thereby filling the gap in the existing literature.

Suggested Citation

  • Pooja Mehta & Himanshu Singla & Raiswa Saha & Shivani Tyagi, 2021. "A Pathway to Technology Integration: Eliciting Consumer’s Behavioural Intention to Use Paytm Services," Paradigm, , vol. 25(1), pages 7-24, June.
    • Handle: RePEc:sae:padigm:v:25:y:2021:i:1:p:7-24
    DOI: 10.1177/09718907211003712
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    References listed on IDEAS

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    1. Sakshi Kathuria & Raiswa Saha & Harbhajan Bansal, 2020. "Innovate or Execute: Spurring the Discussion on a More Controlled and a Regulatory Framework in Social Media Platform," Paradigm, , vol. 24(1), pages 56-72, June.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Agrebi, Sinda & Jallais, Joël, 2015. "Explain the intention to use smartphones for mobile shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 16-23.
    4. Wang, Rebecca Jen-Hui & Malthouse, Edward C. & Krishnamurthi, Lakshman, 2015. "On the Go: How Mobile Shopping Affects Customer Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(2), pages 217-234.
    5. Natarajan, Thamaraiselvan & Balasubramanian, Senthil Arasu & Kasilingam, Dharun Lingam, 2017. "Understanding the intention to use mobile shopping applications and its influence on price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 8-22.
    6. Tao Zhou, 2018. "Examining users' switch from online banking to mobile banking," International Journal of Networking and Virtual Organisations, Inderscience Enterprises Ltd, vol. 18(1), pages 51-66.
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    Cited by:

    1. Lutete C. Ayikwa & Johan W. De Jager & Elizma M. Wannenburg, 2022. "Analyzing Demographic Clusters Behavior and Perceptions towards eBanking in Emerging Free-Market Economies South Africa and Ukraine," Eurasian Journal of Business and Management, Eurasian Publications, vol. 10(3), pages 190-201.
    2. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Rana, Nripendra P. & Dash, Ganesh, 2022. "Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

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