Analysis of Customer Behaviour Towards Digital Payments: A Gender Based Inferential Analysis

Abstract

The involvement of the technology in the economy has making a huge impact worldwide.Modern societies benefit from abundant resources created through continuous technological innovation. The technology has been developed in every sector in India too.In past few years, the payment sector has experienced substantial growth that is leading to the emergence of numerous innovative and convenient digital transaction platforms. Different platforms such as UPI, Mobile wallets, internet banking, and cardless payments have taken important part in customers life due to various benefits such as user-friendly features, convenience, and multiple other benefits. The present study is carried out to examine the behaviour of male and female respondents towards digital payments in Himachal Pradesh by using independent t-test. The study found significant difference regarding the constructs such as perceived usefulness, social influence, facilitating conditions, perceived benefits, financial risk, attitude and continuance intention to use digital payment, which indicate difference in evaluating utility, benefits, impact of external factors like social influence, availability of resources, monetary risk and attitudinal response across the gender.

Introduction

• Technological advancement has significantly transformed the global and Indian economy, especially the payment system, leading to rapid growth in digital payments. Government initiatives like UPI, BHIM, and DigiDhan campaigns have boosted adoption, with transactions increasing sharply in both volume and value.
• Digital payments (cashless transactions via smartphones, cards, and internet banking) are now widely used due to their convenience, speed, and security, supported by increasing internet and smartphone penetration.
• Literature shows that factors like ease of use, usefulness, awareness, trust, and security influence adoption. Education plays a key role, while gender often shows limited impact, though some differences exist.
• Research gap: Limited studies focus specifically on how gender influences consumer behavior toward digital payments.
• Objective: To analyze gender-based differences in consumer behavior toward digital payments.
• Methodology:
  • Quantitative study with 450 respondents (256 male, 194 female) in Himachal Pradesh
  • Data collected via questionnaire using Likert scale
  • Analysis done using independent sample t-test (SPSS)
• Key Findings:
  • Significant gender differences found in: perceived usefulness, social influence, facilitating conditions, perceived benefits, attitude, financial risk, and continuance intention
  • No significant gender differences found in: ease of use, security, price value, trust, satisfaction, and privacy/security risk

Conclusion

On the basis of the results drawn by applying independent t-test it has been found that the analysis reveals mixed results across the examine constructs. The findings indicate that there is no significant difference between male and female users in term of ease of use, security, price value, trust, satisfaction, and privacy and security risk, which suggests that both male and female users demonstrates similar level of confidence, usability, security perception, trust, comfort in using digital payment, price value and perception regarding privacy and security risk.However, the study found a significant difference regarding the constructs such as perceived usefulness, social influence, facilitating conditions, perceived benefits, financial risk, attitude and continuance intention to use digital payment, which indicate difference in evaluating utility, benefits, impact of external factors like social influence, availability of resources, monetary risk and attitudinal response across the gender. These finding suggest that the digital payment service providers may not need different strategies regarding usability interface, safety and security mechanism, pricing and privacy and security regarding risk. But the significant difference between male and female users toward these constructs significantly shape customer behaviour towards digital payment. On the basis of these findings, it is important for digital payment service providers and policymakers to design strategies that addresses perceptions, attitude and needs of different consumer groups. Efforts should be made to increase awareness about the benefits and usefulness of digital payment systems, strengthen technological and basic conditions, promote positive social influence through educational campaigns and peer recommendations. Such measures can help improve user confidence and encourage wider adoption of digital payment technologies.

References

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Copyright

Copyright © 2026 Richa Kumari, Dr. Devinder Sharma. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.