E-wallets Influencing the Frugal Behavior of Consumers During COVID-19

Abstract

Several studies have been conducted to establish the relationships of different factors associated with the e-wallet usage in the recent times. But the effect of COVID-19 pandemic has impacted the e-wallet usage in transformed perspectives. In the crisis period, the acceptance of technology by the customers has definitely brought in the various dimensions to the business stakeholders to leverage on the benefits. It is very much evident for organizations to rework on their strategic viewpoints based on the trends and changes. The pandemic has brought in diverse experiences for the customers as well as businesses. The purpose of this research article leads to ascertaining the frugal consumers by analyzing their buying behavior and to further test the conceptual model of the impact of e-wallets on their buying behavior. This study uses the technology acceptance model (TAM) involving variables such as “Perceived Usefulness,” “Perceived Ease of Use,” “Perceived Risk,” “Trust,” “Social Influence,” “Promotional Benefits,” “Attitude,” “Behavior Intention to Buy Using E-wallets,” and the “Actual Usage of E-wallets.” Findings of this study portray the frugality of the consumers by the nature of their buying behavior, and they also show a strong relation between the frugal consumers and the positive or negative influence of e-wallets on their buying behavior. The results of the study can be applied by concerned organizations to improve their business model with respect to the variables mentioned.