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This is a Quantitative Study study.

September 16, 2025Open Access

Consumer awareness, behavior and attitude towards Unified Payment Interface (UPI)

SMSudhanshu MishraBirla Institute of Technology, Mesra DPDhananjai PandeyIndian Institute of Technology Bhilai VPVijay Singh PariharMahatma Gandhi Chitrakoot Gramodaya Vishwavidyalaya

Key Points

Moderate consumer awareness of UPI was identified, with an average score of 3.52 out of 5.
Gender significantly influences usage behavior, with a t-value of 2.66 indicating strong differences.
Only 18% of the variance in behavior can be explained by consumer attitudes towards UPI.
Findings suggest a vital need for enhancing financial literacy and security to improve UPI adoption.

Abstract

The Unified Payments Interface (UPI), launched by the National Payments Corporation of India (NPCI) in 2016, has transformed digital payment ecosystems in India. This study examines consumer awareness, behavior, and attitudes toward UPI, leveraging primary data from 100 respondents in Varanasi. Descriptive statistics, t-tests, ANOVA, and regression analysis reveal that while awareness levels are moderate (M = 3.52, SD = 1.09), gender significantly influences usage behavior (t = 2.66, p < .05). Attitudes are favorable, yet only 18% of behavioral variance is explained by attitudinal factors (R² = 0.18). The findings underscore the need for targeted financial literacy programs and enhanced security measures to bolster adoption.

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Cite This Study

Mishra et al. (Wed,) studied this question.

synapsesocial.com/papers/68d4538731b076d99fa58ae0 https://doi.org/https://doi.org/10.21844/mijia.21.1.7

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