Journal of Internet Banking and Commerce

An open access Internet journal (http://www.icommercecentral.com)

Journal of Internet Banking and Commerce, December 2017, vol. 22, no. 3

STUDY OF CONSUMER PERCEPTION OF DIGITAL

PAYMENT MODE
SHAMSHER SINGH
Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi,
India
Tel: 9810543144;
Email: [email protected]
RAVISH RANA
Delhi School of Economics, University of Delhi, Delhi, India

Abstract

The last decade has seen tremendous growth in use of internet and mobile phone in
India. Increasing use of internet, mobile penetration and government initiative
such
as Digital India are acting as catalyst which leads to exponential growth in use of
digital payment. Electronics Consumer transaction made at point of sale (POS) for
services and products either through internet banking or mobile banking using smart
phone or card payment are called as digital payment. The consumer perception of
digital payment has a significant and positive impact on adoption of digital
payment.
The structured questionnaire was used as research tool for understanding consumer
perception of digital payment. Primary data was collected from 150 respondents in
Delhi. ANOVA and frequency analysis was used to analyze the responses. ANOVA
indicate that there is no significant variance in consumer perception based on the
demographic factors such as gender, age, profession and annual income of the
patients. However education was found to significant influence for adoption of
digital
JIBC December 2017, Vol. 22, No.3 -2-

payment.

Keywords: Cashless Transactions Consumer Perception; Digital Payment;

Digital Wallets

© Shamsher Singh, 2017

INTRODUCTION

It has been said that every disruption creates opportunities and one such
disruption
was the announcement of demonetization by Prime Minister Mr. Narender Modi on
08 November 2016. Demonetization created huge growth opportunity for digital
payment in India and the digital wallet companies garbed the opportunities with
both
the hands to expand their market share. Demonetization has presented a unique
platform for adoption of digital payment, as an alternative to cash for Indian
consumers.

Adoption of cashless transaction has been significantly pushed by Prime Minister

Mr.
Narender Modi as part of government reforms after demonetization of high value
currency of Rs. 500 and 1000 (86% of cash circulation). The demonetization resulted
in unprecedented growth in digital payment. By February this year, digital wallet
companies had shown a growth of 271 percent for a total value of US$2.8 billion
(Rs.
191 crores) [1], Indian government and private sector companies such as Paytm,
Freecharge and Mobikwik had been aggressively pushing several digital payment
applications, including the Aadhaar Payment app, the UPI app, and the National
Payments Corporation of India (NPCI) developed the Bharat Interface for Money
(BHIM) app. Digital transfers using apps has brought behavioral change and helped
in the adoption of digital payment. This has resulted in ease of transfer of money
in
rural areas which was not touched earlier by the digital payment method. Now many
foreign investors want to invest in digital payment industry which is new
attractive
destinations because of scope of tremendous expansion in India.

There are number of facilitators which are leading to the growth of digital payment
and transition from cash economy to less cash economy. These facilitators include
penetration of internet connectivity on smart phones, non-banking financial
institution
facilitating digital payment, one touch payment, rise of financial technology
sector
and push by government either by giving incentives or tax breaks. These all factors
are creating positive atmosphere for growth of digital payment in India.

Digital Payment Modes in India

There are several mode of digital payment available in India. These are:
JIBC December 2017, Vol. 22, No.3 -3-

Online or mobile wallets: They are used via the internet and through smartphone
applications. Money can be stored on the app via recharge by debit or credit cards
or
net-banking. Consumer wallet limit is Rs. 20,000 per month and the merchant wallet
limit is Rs. 50,000 per month after self-declaration and Rs. 100,000 after KYC
verification.
Prepaid credit cards: Pre-loaded to individual’s bank account. It is similar to a
gift
card; customers can make purchases using funds available on the card -and not on
borrowed credit from the bank. Can be recharged like a mobile phone recharge, up
to a prescribed limit.
Debit/RuPay cards: These are linked to an individual’s bank account. Can be used
at shops, ATMs, online wallets, micro-ATMs, and for e-commerce purchases. Debit
cards have overtaken credit cards in India. The number of debit cards in December
2015 increased to 630 million compared to 22.75 in 2014.
AEPS: The Aadhaar Enabled Payment System uses the 12-digit unique Aadhaar
identification number to allow bank-to-bank transactions at PoS. AEPS services
include balance enquiry, cash withdrawal, cash deposit, and Aadhaar to Aadhaar
fund transfers.
USSD: Stands for Unstructured Supplementary Service Data based mobile banking.
It is linked to merchant’s bank account and used via mobile phone on GSM network
for payments up to Rs. 5,000 per day per customer.
UPI: The United Payments Interface (UPI) envisages being a system that powers
multiple bank accounts onto a single mobile application platform (of any
participating
bank). Merges multiple banking features, ensures seamless fund routing, and
merchant payments. It facilitates P2P fund transfers.

Digital payments in India have been experiencing exponential growth and with
growth of internet and mobile penetration, in coming years the country is ready to
witness a huge rush in the adoption of digital payments. According to Ratan Watal
[2], principal advisor Niti Aayog and former finance secretary, digital payments
grew
55% by volume and 24.2% by value in 2016-17 over the previous year. Data from
the Reserve Bank of India (RBI) indicates that the rate of adoption of digital
payments had accelerated following demonetization last year but has slowed in
recent months of 2017. Total digital transactions in April 2017 of Rs109.58
trillion are
26.78 lower from Rs149.58 trillion in March2017 [2].

The volume of digital transaction has witnessed exponential growth in volume and
value whether it is digital wallet, interbank transfer or transaction by debit or
credit
card. At merchant places the number of card transaction at point of sale (PoS)
terminal have witnessed a huge serge which reflects that people have started
making payment by debit card instead of withdrawing cash from ATM to make
payment. In January 2017 the number of transaction of debit card increased to one
billion from 817 million in previous year. It has been observed that ATM
transaction
are more or less same at 700 million, the transaction at PoS terminal has increased
three times from 109million in January 2016 to 328 million in Jan 2017.
JIBC December 2017, Vol. 22, No.3 -4-

According to Lokvir Kapoor, chief executive officer at PineLabs “the card

transaction
post demonization saw huge growth because of infrastructure for the acceptance of
card at different merchant location.” PineLabs has helped this growth by deploying
a
significant number of Pos at retailers across the country. Also the number of
initiative
such as cash back, no transaction charge up to certain limit with further help in
growth of digital transactions. The government put pressure on banks to deploy one
million addition Pos terminal in three months boost the availability of PoS and by
January 2017, their number rose to 2.52 million [3].

India is heading on the path of a major digital revolution. The future economy will
be
driven by cashless transaction which will be possible only though digitalization of
payment mechanism at different location such as smart phone, internet banking,
card transaction etc. The focus of present study is to find how respondents are
adopting digital payment. The study collected response from 150 respondents and
analyzed their perception, preferences and satisfaction level of digital payment.
It
further identifies the barriers and challenges to the adoption of digital payment.
The
Table 1 gives the top five mobile payment wallet of India.

Table 1: Top five digital wallets in India.

Sl. Wallet Key Features

No. Name
1 Paytm Transferring money instantly to the bank from Paytm account
Safe to store customer’s CVV number.
Paytm has launched an app password feature for Paytm Wallet
in order to ensure the money is safe even if the customer lose
or
misplace his/her phone.
A customer can use Paytm even without a Smartphone.

2 Mobikwik Introduction of M-Wallet for easy storing and transaction of

money.
Instant recharge without sign-up.
Encrypted and highly secured transactions.
User friendly mobile application.
3 PayUmoney Auto read of OTP.
Picking up the transaction where it dropped.
Risk monitoring
4 Citrus Fastest among all the digital wallets.
CitrusPay wallet offers and discounts,
5 Oxigen Send money to other mobile phones
Shows transaction history
Source: http://www.socialbeat.in/2015/09/29/top-10-mobile-wallets-in-india/
JIBC December 2017, Vol. 22, No.3 -5-

LITERATURE REVIEW

Bamasak [4] carried out study in Saudi Arabia found that there is a bright future
for
m-payment. Security of mobile payment transactions and the unauthorized use of
mobile phones to make a payment were found to be of great concerns to the mobile
phone users. Security and privacy were the major concerns for the consumers which
affect the adoption of digital payment solutions [5]. Doan [6] illustrated the
adoption
of mobile wallet among consumers in Finland as only at the beginning stages of the
Innovation-Decision Process.

Doing payments via mobile phones has been in use for many years and is now set to
explode [7]. Also mobiles are increasingly being used by consumers for making
payments. “Digital Wallet “has become a part of consumers which are nothing but
smart phones which can function as leather wallets [6]. Digital wallet offered many
benefits while transferring money such as convenience, security and affordability
[8].
Growth in technology has opened many modes of payments through which
consumers can do transactions which are more convenient, accessible and
acceptable [9-11], consumers have an inclination towards mobile payment apps
usage [12]. Offering various benefits such as flexi payment digital wallet brands
are
providing extra convenience to consumers [13]. Major factor in adoption of digital
wallet is convenience in buying products online without physically going from one
location to another location [14]. There has been many studies conducted in past on
mobile payment application to find consumer interest and they found consumer has
positive inclination for the same [12].

The factors such as perceived ease of use, expressiveness and trust affect adoption
of digital wallet as payment method. These factors are termed as facilitators and
plays crucial role in adoption of digital payment solution [15]. Usage of digital
wallet
among youth in the state of Punjab was found to be associated with societal
influence and usefulness, controllability and security, and need for performance
enhancement. Premium pricing, complexity, a lack of critical mass, and perceived
risks are the barriers to adoption of digital payment systems [16].

A comprehensive model ‘Payment Mode Influencing Consumer Purchase Model’

was proposed by Braga and Mazzon. This model considered factors such as
temporal orientation and separation, self-control and pain of payment constructs
for
digital wallet as a new payment mode. Consumer perspective of mobile payments
and mobile payment technologies are two most important factors of mobile payments
research [7]. Mallat [17] studied consumer adoption of mobile payments in Finland.
Study found that mobile payment is dynamic and its adoption depends on lack of
other payments methods and certain situational factors.

Digital wallet payments bring extra convenience to shoppers by offering flexible

payment additions and accelerating exchanges [13]. Shin and Ziderman [18] tested a
comprehensive model of consumer acceptance in the context of mobile payment. It
JIBC December 2017, Vol. 22, No.3 -6-

used the unified theory of acceptance and use of technology (UTAUT) model with
constructs of security, trust, social influence, and self-efficacy. The model
confirmed
the classical role of technology acceptance factors (i.e., perceived to users’
attitude),
the results also showed that users’ attitudes and intentions are influenced by
perceived security and trust. In the extended model, the moderating effects of
demographics on the relations among the variables were found to be significant.
Digital wallets offer the consumers the convenience of payments without swiping
their debit or credit cards. Instant Cash availability and renders seamless
mobility is
also a unique feature of these digital apps, for instance the balance in your Paytm
wallet can be very easily transferred to your bank account as and when you want.
Following are some other advantages of making transactions through e wallets:

Saves time: digital wallets hold the amount in the electronic form so as to ease
the
payment process where users can make online payments without entering any card
details.
Ease of use: As digital wallet is like one click pay without filling details about
card viz
card number and passwords every time, It allows user to link digital wallet to
accounts and pay right away so that the consumers face no issues to enter the
details every time a transaction happen.
Security: there is a good amount of security when payments are made through e
wallets since the wallet does not pass the payment card details to the website.
These virtual wallets allow users to lock their wallet.
Convenient and information stored under one roof: As digital wallets helps to
eliminate need to carry the physical wallet they are highly convenient. Also a
better
management is possible as there is synchronization of data from multiple platforms
like bank accounts, credit and debit cards, mobile accounts and billing portals.
Attractive discount: Cash back and discounts are being offered by most of the
players along with providing offline wallet balance top up known as 'Cash Pickup'
service. This service is being offered by Mobikwik that will facilitate cash to be
directly added to MobiKwik wallet where consumers of even smaller towns can be
benefited.

As per Ministry of Finance Report (December 2016) on Digital payment, financial

inclusion is one of the foremost challenge facing India. 53 percent of India
population
had access to formal financial services. In this context, digital payment can act
as
accelerator to financial inclusion [19]. Increasing availability of mobile phone,
availability of data network infrastructure, rollout of 3G and 4G networks and
large
merchant eco system are the critical enablers of digital payment in India. It is
further
supported by the coordinated efforts of industry, regulator and government. As per
RBI’s report ‘Vision 2018’ four pronged strategy focusing on regulation, robust
infrastructure, effective supervisory mechanism and customer centricity has been
adopted to push adoption of digital payment in India [19].

The percentage of cash for transactions has seen a rapid decline in the past few
years in India. In 2010, the percentage of cash in all payments was 89% compared
JIBC December 2017, Vol. 22, No.3 -7-

with 78% in 2015. This rapid decline is a result of an increased adoption of non-
cash
instruments such as cards and digital payments such as mobile wallets, electronic
transfers, etc. Stored value instruments like mobile wallets (Paytm, Mobikwik,
Citrus,
etc.) and prepaid and gift cards have made payments though internet devices
convenient and easy. India represents one of the largest market opportunities for
digital payments. With a population of 1.25 billion, India accounts for roughly 18%
of
the global population. The two key drivers of digital payments-mobile phones and
internet users are already well established in India. To date, India has about 1.0
billion mobile phone subscribers and 300 million internet users, ranking 2nd on
both
metrics globally [20].

OBJECTIVES AND HYPOTHESIS

The objective of the study was to find out the customer perception and impact of
demographic factors on adoption of digital mode of payment:
In pursuance of the above objectives, the following hypotheses were formulated for
testing:

H01: There is no significant difference is perceived by respondents for various

attributes of digital payment on the basis of gender of respondents.
H02 There is no significant difference is perceived by respondents for various
attributes of digital payment on the basis of age of respondents.
H03 There is no significant difference is perceived by respondents for various
attributes of digital payment on the basis of education of the respondents.
H04 There is no significant difference is perceived by respondents for various
attributes of digital payment on the basis of profession of the respondents.
H05 There is no significant difference is perceived by respondents for various
attributes of digital payment on the basis of annual income of the respondents.

RESEARCH METHODOLOGY

The current study is based on primary data collected from 150 respondents from the
different parts of Delhi. A well-structured questionnaire was designed to collect
the
information from the respondents the questionnaire was designed to study
perception of customer towards adoption of digital payment mode. Likert five point
scales were used for obtaining responses. The responses have been collected by
means of face-to-face interviews by authors.

Sampling Plan

Sampling unit: This call is for defining the target population to be surveyed. In
this
research the sampling unit was the customers who have been using the digital
payment modes.
Sample size: In this survey the sample size decided was 150.
JIBC December 2017, Vol. 22, No.3 -8-

Sampling procedure: We adopted Intercept interview method for collection of

primary data, as it is not possible to take appointment from a large number of
respondents. Purpose of this research was told to respondents and questions were
explained to them in case there was any need for understanding any particular
question. There had been no personal bias or distortions were allowed while
recording the responses.

Research and Statistical Tools Employed

The research and statistical tools employed in this study are ANOVA and frequency
analysis. SPSS 19 was used to perform statistical analysis. Cronbach’s Alpha test
was used to find the reliability of the data. Frequency analysis on the main factor
under study, indicate overall satisfaction levels of respondents with digital
payment
mode. ANOVA was carried out to find the variance in the responses and to test the
hypothesis.

RESULTS AND DISCUSSION

The analysis of this data was divided into following section:

(i) Respondents Profile : Table 2

(ii) Reliability and Validity : Table 3
(iii) ANOVA : Table 4
(iv) Frequency Analysis : Tables 5 and 6

Profile of Respondents

The respondent profile as displayed in Table 2 replicate the population generally

engaged in use of digital payment. Most of the respondents are male (72%),
employed either in private sector (44%) or government sector (24%), are either
graduate (22%) or 10+2 (52%) in the age group of 22-30 years (44%) or 31-40 years
(28%). Their annual income is Rs. 7.5 to 10 Lacs (63.3%). This is the ideal profile
for
user of digital mode and who are educated, employed and having decent income.

Reliability and Validity

Table 3 shows the result of reliability analysis- Cronbach’s Alpha Value. This test
measured the consistency between the survey scales. The Cronbach’s Alpha score
of 1.0 indicate 100 percent reliability. Cronbach’s Alpha scores were all greater
than
the Nunnaly’s [21] generally accepted score of 0.7. In this case, the score was
0.769
for the digital payment modes used by the respondents.
JIBC December 2017, Vol. 22, No.3 -9-

Table 2: Respondents Demographic Profile.

Variable Characteristics Frequency Percentage

Gender Male 108 72

Female 42 28
Age group 20-30 yrs 66 44
31-40 yrs 42 28
41-50 yrs 24 16
51 yrs & above 18 12
Education Post-Graduation 12 8
Graduation 78 52
10+2 55 22
Matriculation or below 27 18
Profession Student 15 10

Private Sector Employee 66 44

Public Sector Employee 36 24

Self Employed 21 14

Others 12 8
Annual Income Upto 2.5 Lacs 8 5.3
2.5-5 Lacs 6 4
5-7.5 Lacs 32 21.3

7.5-10 Lac 95 63.3

10Lacs & above 9 6

Table 3: Reliability Analysis-Scale (ALPHA).

Number Number Alpha

Practices/Services of Cases of Items Value
Digital Payment Mode 150 13 0.769

Hypothesis testing: ANOVA Computation

In order to test the hypothesis ANOVA was carried out. The results are given below.
Table 4 gives the result of ANOVA computation on the basis of gender, age
JIBC December 2017, Vol. 22, No.3 - 10 -

education, profession and annual income of the respondents.

Table 4: Computation of ANOVA.

Gender Age Education Professio

Annual
Characteristics/Attributes
n
Income
F Sig. F Sig. F Sig. F Sig. F
Sig.
Mobile Payment .199 .656 1.110 .35 13.92 .080 3.7 .006
1.04 .386
Wallet/Digital payment 4 9 41 6
used
Frequency of use digital .002 .963 .821 .51 90.53 .000 5.1 .001 .
665 .617
payment to make online 4 6 09
payment for bills and
purchases
Brand Loyalty of Digital .987 .322 .910 .46 216.4 .000 2.2 .066
1.91 .110
Payment mode 0 50 52
9
Convenience in Use of .141 .708 2.131 .08 17.09 .000 1.4 .231 .
714 .583
digital payment mode 0 4 18
Secured Transaction 1.914 .169 1.015 .40 13.92 .000 2.2 .063
1.83 .125
2 9 83
6
Time Saving through 8.266 .005 2.572 .04 67.56 .000 2.5 .043
1.08 .365
digital payment mode 0 6 27
7
Acceptance Wallet/digital .446 .505 1.826 .12 22.71 .000 3.3 .011 .
550 .700
payment mode 7 3 99
Price of Using digital .122 .727 .461 .76 61.57 .000 1.5 .203
2.08 .086
payment mode (service 4 9 07
1
charges etc.)
Mobile wallets are capable .987 .322 .910 .46 34.41 .000 2.2 .066
1.91 .110
of providing benefits to 0 2 52
9
individual for purchase of
product.
Using the mobile wallet .291 .590 3.705 .00 3.656 .007 1.6 .160 .
619 .650
improves the quality of my 7 70
decision making for buying
products.
 Believe mobile wallets are .614 .434 3.204 .01 14.13 .000 1.0 .408 .
890 .472
useful in buying products 5 8 04
than the traditional
methods.
Think that using online .987 .322 .910 .46 26.59 .000 2.2 .066
1.91 .110
wallets can offer me a wider 0 1 52
9
range of banking services
and Payment options
Interacting with mobile 2.758 .099 1.296 .27 89.37 .000 2.0 .084 .
947 .439
wallet is helpful. 5 5 96
Trust the service providers .446 .505 1.826 .12 13.80 .000 3.3 .011 .
550 .700
of mobile wallet 7 5 99
JIBC December 2017, Vol. 22, No.3 - 11 -

The result of ANOVA computation shows that no significant differences are

perceived by male and female respondents for majority of attributes of digital
payment mode/digital wallets. Hence we accept the H01. This indicates that both
male and female customer perceive digital payment mode/digital wallets in similar
way. Similarly we find that ANOVA computation shows that no significant differences
are perceived by the respondents on the basis of age, profession and annual
income. This leads to acceptance of H02, H04, and H05. However significant
differences
are perceived by respondents for majority of attributes of digital payment
mode/digital wallets on the basis of their education. Hence we reject the H03. This
indicted that education play a significant role in acceptance of digital payment
mode.
Educated person are more inclined to use the digital payment modes.

Frequency Analysis

In order to find out respondent’s perception and the overall satisfaction,

frequency
analysis has been carried. The result is presented in the Tables 5 and 6. Highly
important and important responses are agreement to the statement which lead to
positive perception and slightly respondents and not important is negative
agreement
which indicate negative perception. Strongly agree and agree responses are the
supporting responses of the statement related to a particular attribute of digital
payment and indicates satisfaction of respondents whereas disagree and strongly
disagree responses are those which do not support the statement related to
particular attribute and indicate no satisfaction . Neutral responses neither
support
nor oppose the attribute.

Table 5: Frequency Analysis of Respondent’s Perception.

Statement Highly Important Moderately Slightly Not

Important important important important
Brand loyalty 48 36 11 4 1
Convenience in usage 18 47 18 8 9
Secured transactions 52 35 9 3 1
Time Saving through 75 13 6 4 2
digital payment mode
Acceptance 20 50 17 8 5
Wallet/digital payment
mode
Price of Using digital 03 47 22 7 2
payment mode
(service charges etc.)

Majority of respondent said it is important or highly important to associate with

brand,
convenient in use, secured transactions, save time, acceptance of digital wallets
at
different stores and pricing of transaction (transaction cost, service fee etc.)
JIBC December 2017, Vol. 22, No.3 - 12 -

Table 6: Frequency Analysis of Respondents satisfaction.

Strongly Strongly
Characteristics/Attributes Agree Agree Moderate Disagree Disagree
Mobile wallets are capable of
providing benefits to
individual for purchase of
product. 53 28 6 7
4
Using the mobile wallet
improves the quality of my
decision making for buying
products. 75 16 5 2
2
Believe mobile wallets are
useful in buying products than
the traditional methods. 84 16 0 0
0
Think that using online
wallets can offer me a wider
range of banking services
and Payment options 48 36 10 4
2
Interacting with mobile wallet
is helpful. 88 12 0 0
0
Trust the service providers of
mobile wallet 16 50 20 7
5

Majority of the respondents agree that mobile wallet/digital payment provides

benefits to individual for purchase of products, improve the quality of decision,
helpful in buying products as compared to traditional methods, they offer a wide
range of banking services and payment options. They also agree that interaction
with
mobile wallet is helpful and that they trust the service providers.

CONCLUSION

Present study has made an attempt to understand customer perception regarding

digital payment. It was found that demographic factor except education does not
have much impact on the adoption of the digital payment. Anova computation
supported this finding as there was no signification difference is perceived by the
respondents on the basis of gender age, profession and annual income. It was only
education level of the respondents where signification difference is perceived by
the
respondents. It indicates that adoption of digital payment is influenced by the
education level of the customer. If a person has studied beyond matriculation and
internet savvy, he or she will be inclined to use the digital payment mode. It was
also
found that in the areas/region where education level is high such as Delhi NCR and
other metropolitan area, the possibility of acceptance of digital payment is much
higher. The growth of users of Smartphone and internet penetration in such area
also facilitated the adoption of digital payment.
JIBC December 2017, Vol. 22, No.3 - 13 -

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