What Motivates People to Use Digital Transactions? The dynamics of Subjective Norms, Perceived Behavior Control, Trust and Attitude

Abstract

T

he advancement of financial technologies has led customers to use them more and more with the passage of time. With this issue, the share of physical transactions based on cash and coins is decreasing, and more and more people are moving away from traditional payment methods. Thus, this study tends to foreground the factors impacting customer’s intention to use digital transactions. This research tries to grasp the control of subjective norms, trust, behavior control, and attitude in the customer’s digital transaction intention. The population of the study was made up of customers and people using electronic transactions on a daily basis. The study adopted a qualitative approach, for which four hundred and four responses were collected through the online questionnaire, and the responses were analyzed using PLS-SEM model approach with Smart PLS 4.0. The exploration of the data concludes that there is a vital positive relation between attitude, perceived behavior control, and usage intention, whereas no significant relation among subjective norms, trust, and usage intention for digital transactions.