Impact Of User Satisfaction On Continuous Usage Intention: A Study Among Google Pay Users In Kerala

Abstract

Currently, digital payment systems are gaining popularity, largely due to the 'Digital India' strategy. Promoting digital transactions was the goal of India's Digital India initiative. Numerous digital payment platforms are available today, with Google Pay standing out as a simple and secure method for rapid money transfers. While they were developed to combat black money, digital banking systems had drawbacks. The emergence of cashless payment systems like Paytm, Google Pay, and Phone Pe in India after Demonetization in 2016 is indicative of the global move towards e-commerce. Apps that enable cash transfers under the Digital India programme, such Aadhaar Payment, UPI, and BHIM, have attracted a lot of foreign investment. In 2018, Google Wallet and Google Pay (formerly known as Android Pay) merged to form a single, secure mobile payment solution that is preferred for its user-friendly features and ability to work with a variety of banks and payment providers. The main purpose of this study is to examine the satisfaction of Google pay users towards Google pay payment system and measure the impact of their satisfaction on continuous usage intention towards Google pay payment system. The study adopted a descriptive research design with a sample size of 131 respondents. The researcher used factor analysis, regression and ANOVA for analysing the data. The study found that the four factors such as ease to use, convenience, cost and fee, and reward and incentives that influence the satisfaction of users.