Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Impact of UPI on Impulsive Buying Behaviour

Author(s): Mary Auxilia and Gopinath S

Consumers find easy to make payments via usage of Unified Payments Interface (UPI) during their purchases and shopping. In Future payments by the UPI, the person makes an impulsive purchase by becoming influenced by the products. Using UPI also becomes economic status in the society, and it makes life and payment easier. The purpose of this study is to ascertain how Chennai consumers' use of UPI affects their tendency for impulsive purchases. In India, UPI is a well-liked mobile-based payment mechanism that makes payments quick and simple. Data was gathered from a sample respondent who had experience with UPI-based transactions using a survey-based methodology. The findings imply that UPI significantly influences impulsive buying behaviour. The platform's simplicity and convenience, as well as its quick processing times and flawless transaction experiences, are recognized as key factors in impulsive buying. The research reveals that the relationship between UPI and impulsive purchasing behaviour is moderated by demographic parameters such age, gender, etc.

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