Factors affecting adoption of digital payments by urban women: understanding the moderating role of perceived financial risk

Abstract

ABSTRACT This paper investigates the factors affecting the acceptance of Fin-tech payment services by urban women of Tier-2 cities in India. The study extends the well-known theory, UTAUT-2, with perceived credibility and explores the moderating role of risk in understanding the adoption behaviour of Fin-tech payment by urban women of Tier-2 cities. The research model was empirically tested on 604 respondents. The structural equation modelling (SEM) technique was employed to test the proposed model in the study. Facilitating conditions emerged to be the strongest determinant followed by perceived credibility. Lack of trust or credibility in the service as well service provider was also found to be a crucial determinant in framing the attitude of an individual and affecting the behavioural intentions of the female customer. The results of our study also revealed that perceived credibility/trust is also an important determinant of technology adoption in urban women.