A significant segment of the Indian populace faces difficulties in keeping abreast of technological advancements due to inadequate infrastructure, limited user awareness, concerns regarding cyber security, and issues related to technical literacy. The present study focuses on the intention of the people of West Bengal, India towards the acceptance of the digital modes of payment system. In order to understand the impact, 386 respondents have been surveyed from the state of West Bengal through a well-structured questionnaire thereby obtaining demographic details and their transaction behavioural information through a 34-item pool using Likert Scale. The study aims to examine the impact of five key factors—Consumer Behaviour, Consumer Awareness, Services, Infrastructure, and Promotion—on the adoption of cashless transactions within specific occupational domains. The research delves into the mediating roles of these factors in influencing individuals’ payment preferences across diverse professional sectors. Remarkably, the study highlights that Consumer Behaviour emerges as a pivotal mediator in the relationship between causal and outcome variables.

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Exploring the Impact of Consumer Behaviour as a Mediator on the Payment Preferences Among Distinct Occupational Segments in West Bengal, India

  • Camellia C. Burman,
  • Swapan Sarkar

摘要

A significant segment of the Indian populace faces difficulties in keeping abreast of technological advancements due to inadequate infrastructure, limited user awareness, concerns regarding cyber security, and issues related to technical literacy. The present study focuses on the intention of the people of West Bengal, India towards the acceptance of the digital modes of payment system. In order to understand the impact, 386 respondents have been surveyed from the state of West Bengal through a well-structured questionnaire thereby obtaining demographic details and their transaction behavioural information through a 34-item pool using Likert Scale. The study aims to examine the impact of five key factors—Consumer Behaviour, Consumer Awareness, Services, Infrastructure, and Promotion—on the adoption of cashless transactions within specific occupational domains. The research delves into the mediating roles of these factors in influencing individuals’ payment preferences across diverse professional sectors. Remarkably, the study highlights that Consumer Behaviour emerges as a pivotal mediator in the relationship between causal and outcome variables.