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Research Article

JCR. 2017; 4(3): 9-17


EVOLVING PARADIGM FOR ECO-FRIENDLY PERSPECTIVE OF CUSTOMER'S ACCEPTANCE OF DIGITAL PRACTICES

MS. ANITA VERMA.

Abstract
Purpose:
This paper endeavors to stress upon the significant role of digital payments and the acceptance of digital payments by
consumers by determining the affecting factors of entrancing digital modes that are definite to the environment of digital
payment and envisioned for imminent research on this developing advancement.
Design / Methodology / Focus:
This paper is corroborated on information accumulated by means of questionnaires from Indian digital consumers who
recommend a ground for conducting this research, survey and determine the structure that functions among consumers
relating to the idea of the digital usages among modern consumers.
Findings:
The paper bestows the bourgeoning theoretical framework for digital endorsement of consumer digital shopping conduct.The
findings of this paper troupes vivacity on acceptance practices following from the logic of consumers in acceptance of digital
payment methods.
Research limitations/implications of the research:
This paper is grounded on a small sample size of only one hundred thirty-six participants. Therefore,precaution should be
engaged while spreading over the results to a bigger population.
Functional implications:
The paper tenacities digital consumer behavior and examines the validation regarding digital intentions. Marketing experts can
formulate strategies for consumer endorsement of digital payment methods as a approach to progress consumers' behavior
connecting to digital shopping practices.
Societal implications:
Marketers and society must distinguish the motivations accountable for the ways consumers are approving the usage of
digital payments.
Originality/value:
This paper examines digital acceptance configurations in favour of the digital prearrangement.This paper is envisioned to be
thoughtful upon the consumer adoption tendencies in digital payment methods.

Key words: Digital payment ,Security,Privacy,trust,Consumer Behaviour,Digital India



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