Factors impacting online shopping in India: an empirical approach to extending UTAUT2 with the digital payment mode and attitudes toward technology

Abstract

Purpose

In keeping with global developments rendering online shopping as an emerging trend among consumers, the present study extends the unified theory of use and acceptance of technology (UTAUT2) comprising the digital payment mode (DPM) as a new driver of online shopping and with the mediation of attitudes toward technology (ATTs) to gauge a better and deeper understanding of behavioral intention (BI).

Design/methodology/approach

This study used a survey instrument with snowball sampling from 600 consumers in northern India. Partial least squares structural equation modeling was used to find the association between drivers using UTUAT2, along with DPM and ATTs. The data were divided into a test group (20%) and validated through a training group (80%).

Findings

DPM was shown to be directly associated with BI. The mediation of ATTs was also validated through the model. The predictability of the model was 67.5% for the test group (20%) and 69.6% for the training group (80%). The results also indicated that facilitating conditions is a critical driver of BI.

Originality/value

This study enhances the understanding of the roles that DPM and ATTs play in BI during online shopping, suggesting that Indian managers need to adopt DPM as a support service to make online shopping a worthwhile experience.

Citation

Gupta, S., Kiran, R. and Sharma, R.K. (2024), "Factors impacting online shopping in India: an empirical approach to extending UTAUT2 with the digital payment mode and attitudes toward technology", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-03-2023-0107