ATTITUDE AND BEHAVIOUR OF GROCERY RETAILERS IN THE UNORGANISED SECTOR TOWARDS THE UNIFIED PAYMENT INTERFACE (UPI)
DOI:
https://doi.org/10.53555/dhe21g61Keywords:
UPI, Attitude, Behavioral Intention, Groceries RetailersAbstract
In the previous decade, India has seen a revolutionized advancement in FinTech industry and has become global leader in number of digital transactions. The main force behind this has been the amazing UPI (Unified Payment Interface) tool, which has enabled digital transactions for all Indians. UPI adoption has been very significant among consumers but few studies has developed their focus on retailers’ side. The unorganized grocery sellers in Delhi were the focus of this study. The study is performed on primary data collected through questionnaire from 253 valid respondents. Regression analysis was performed in this study to test relationship between attitude and behaviour intention and between behaviour intention and actual usage of UPI. The study interpreted that there is no significance relationship between the stated variables and both the hypotheses was rejected. Thus, the study concluded that although theoretical model like TAM and UTAUT has stated a strong relationship among these constructs but these constructs alone are insufficient to explain the relationship among attitude, behavioural intention and actual usage, they required external factors also to validate the results.
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