Keywords
Behavioural Intention
Perceived Security
Trust
Digital Payments
How to Cite
Abstract
Despite UPI's revolutionary impact on India's cashless payment scene, little is known about the behavioural factors that encourage widespread adoption. Drawing on UTAUT and extending it with perceived security and hedonic motivation, and introducing trust as a moderator, this study employs PLS-SEM on cross-sectional survey data from 408 UPI users across Goa collected between December 2025 and April 2026. Findings confirm performance expectancy, facilitating conditions, social influence, perceived security, and effort expectancy as significant determinants of behavioural intention. Trust amplifies perceived security's influence on intention, and behavioural intention partially mediates performance expectancy's effect on usage behaviour. Hedonic motivation is non-significant, reflecting the utilitarian orientation of Goan UPI users.
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