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Behavioural Determinants of UPI Adoption: An Extended UTAUT Model Using PLS-SEM

Year: 2026

Type: article

Abstract: Despite UPI's revolutionary impact on India's cashless payment scene, little is known about the behavioural factors that encourage widespread adoption. Drawing on UTAUT and extending it with perceived security and hedonic motivation, and introducing trust as a moderator, this study employs PLS-SEM on cross-sectional survey data from 408 UPI users across Goa collected between December 2025 and April 2026. Findings confirm performance expectancy, facilitating conditions, social influence, perceived security, and effort expectancy as significant determinants of behavioural intention. Trust amplifies perceived security's influence on intention, and behavioural intention partially mediates performance expectancy's effect on usage behaviour. Hedonic motivation is non-significant, reflecting the utilitarian orientation of Goan UPI users.

Source: South India Journal of Social Sciences

DOI: 10.62656/sijss.v24i4.2509

Authors: Cheryl Sara Pinto, Santosh B Patkar, Kavir Kashinath Shirodkar

Institution: Goa University

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7208713464

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