Exploring Post-Adoption Behavior of the UPI users with Cognitive and Affective Factors
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Abstract
The National Payments Corporation of India (NPCI) has invested a sizable amount of money in the country's massive payment infrastructure in an effort to enhance the user experience. However, in order for investments to be profitable, NPCI must guarantee the ongoing use of technological solutions and post-adoptive behaviors like continuance and recommendation intention. The impact of cognitive factors (i.e. Performance expectancy, effort expectancy, social influences, facilitating conditions; personal innovativeness) and affective factors (such as satisfaction) on conative factors (such as continuation and recommendation intention) in the perspective of UPI applications (apps) was investigated using the UTAUT model. Partial Least Square Structural Equation Modeling when applied on 651 users (PLS-SEM) showed that satisfaction had a direct impact on continuation intentions, which in turn had an impact on recommendations intentions. It was discovered that all cognitive factors, including performance expectations, effort expectations, and facilitating conditions, have an impact on satisfaction. According to the study, adding a significant individual difference variable—personal innovativeness with regard to information technology—would aid in our understanding of the role that these factors play in the development of continuous intention. It further examines the influence of trust and security, and the pace of innovation on continued intentions. Through the mediating function of user satisfaction, it also looked at the impact of performance expectancy, effort expectancy, social influence, facilitating variable, and personal innovativeness on the continuance intentions of the UPI system. All factors have been shown to be significant. Future researchers will find it extremely helpful that the study used a validated instrument to better understand user adherence and referral intentions. Therefore, this study adds to the limited body of knowledge in the payment industry literature by examining how users perceive UPI apps and post-adoption behaviors.
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