A TAM-BASED EMPIRICAL INVESTIGATION OF CONSUMER PERCEPTION AND ATTITUDE TOWARDS DIGITAL PAYMENT SYSTEMS IN THE BARDOLI REGION

Abstract

This study empirically investigates the salient factors influencing consumer perception, attitude and behavioural intention toward digital payment systems in emerging markets, leveraging the Technology Acceptance Model (TAM). A descriptive cross-sectional research design was employed. Primary data was collected via a structured Likert-scale questionnaire from a sample of 250 respondents in the Bardoli region using convenience sampling. The empirical results indicate that the Unified Payment Interface (UPI) is the dominant transaction modality (56.8%). Participants exhibited high levels of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), driving a highly positive attitude and sustained behavioural intention. However, infrastructural constraints—specifically technical transaction failures and internet connectivity issues—remain significant barriers to continuous adoption. The paper extends the application of TAM to semi-urban and rural Indian consumer contexts, offering granular, data-driven insights into the localized technological frictions that impede universal financial inclusion.