2025, Vol. 6, Issue 2, Part K
A study adoption of digital banking payment methods in digital marketing transactions with special reference to Mayiladuthurai Dt.
Author(s): MP Sibisastha and P Karthikesan
Abstract: The adoption of digital banking payment methods in digital marketing transactions is influenced by factors such as Performance Expectancy, Effort Expectancy, and Social Norms. Performance Expectancy is positively influenced by the belief that digital banking will enhance transaction performance or efficiency. Effort Expectancy is not significantly influenced by the ease of use of digital banking platforms. Social norms have no significant impact, suggesting decisions are more individualistic. Digital banking payment methods positively influence facilitating conditions, enhancing hedonic motivation, price consideration, perceived risk, and trust. Access to resources, fun aspects, and cost-effectiveness enhance adoption, while price consideration is a positive factor. Trust, a strong predictor of adoption, emphasizes the importance of security and credibility in financial platforms.
Pages: 950-953 | Views: 161 | Downloads: 38
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How to cite this article:
MP Sibisastha, P Karthikesan. A study adoption of digital banking payment methods in digital marketing transactions with special reference to Mayiladuthurai Dt.. Asian J Manage Commerce 2025;6(2):950-953.
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