The Power Of Enjoyment And Ease: How Perceived Enjoyment And Ease Of Use Shapes Women’s Attitude And Intention Towards Digital Payments
Main Article Content
Abstract
Purpose: The purpose of this paper is to analyze the influence of perceived enjoyment on the perceptions of women users towards digital payments and their intention to use it. The Technology Acceptance model is used to examine the perceptions of women users of various digital Payments in India.
Methods: An empirical investigation was conducted on 223 women users of various digital payments in India by employing a survey method. Both offline and online modes were used for data collection.
Findings: Significance of the constructs in TAM model like Perceived Ease of use and Attitude is validated in Indian context and from the perspective of women. Perceived Ease of Use and Attitude are significant determinants of Behavioural Intention. Perceived Enjoyment also has a significant influence on the attitude and behavioural intention of women to use the various digital payments. Attitude does not mediate between Perceived Enjoyment and Behavioural Intention.
Theoretical Implications: Ease of Using the Digital Payment system, Attitude and Perceived Enjoyment significantly influences the Behavioural Intention of women. For women users, the influence of enjoyment is secondary to Ease of use of digital payments which are utilitarian in nature.
Practical Implications: The immediate implications are for researchers who wish to examine the role of perceived enjoyment, attitude and behavioural intention. Results show that for women, factors like ease in use and enjoyment in using digital payments system matters notably and the same must be catered to by the service/technology providers for better adoption of digital payments by women.
Originality: This paper examines the role of Perceived Enjoyment, Perceived Ease of Use and Attitude towards the Behavioural Intention to use Digital Payments from the perspective of women in India who are significant contributors to the Indian Economy both explicitly and implicitly.
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References
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