EXPLORING USER ADOPTION PATTERNS IN UPI : A BEHAVIORAL ANALYSIS

Abstract

This study explores the perception and usage of the Unified Payments Interface (UPI) digital payment method among population. One of the most well-known FinTech services in India is UPI, which makes merchant and peer-to-peer (P2P) transactions easy. This group is recognized for being among the first to accept technology. The study investigates how they use UPI and what influences their experience. The study population adopted UPI widely, as evidenced by the findings, with most respondents utilizing it frequently. Advertisements, friends and family, and social media have become the main ways that people learn about UPI. For UPI transactions, Paytm and Google Pay were found to be the best options. Even while some users experienced problems like transaction failures, protracted processing delays, and security concerns, overall, users thought UPI was a more user-friendly option than other digital payment options. Users continued to strongly choose UPI despite the problems. On a scale of 1 to 5, suggestions for UPI, however, were primarily between 2 and 4, reflecting conflicting opinions. This emphasizes how crucial it is to address customer issues to boost satisfaction and promote more robust recommendations. The research provides significant perspectives for those engaged in encouraging the use of UPI and enhancing its user experience. Suggested actions comprise were to create focused campaigns to reduce mistakes and unsuccessful transactions. To guarantee seamless transactions, pay special attention to server capacity and app stability. Encourage safe user behavior and put in place extra security measures. Customer service and the user interface were given priority: expedite customer service and test usability.