Embedding Technology Interface and Digital Payment Drivers in the Unified Theory of Acceptance and Use of Technology 2 Model: Transforming Behavioral Intention to Sustained Intention

Abstract

Purpose: The present study was undertaken with the purpose of embedding Technology Interface drivers and Digital Payment drivers as additional drivers in the Unified Theory of Acceptance and Use of Technology (UTAUT2) to examine their influence on the Behavioral Intention of online shoppers. Technology Interface drivers include chatbots (CBs) and virtual try-on (VTO) technology. Further, this study also links Behavioral Intention with Sustained Intention to analyze whether it translates into repeated online buying. Research Methods: The study is based on a survey instrument using snowball sampling with data collected from 600 consumers from northern India. The study uses PLS-SEM for gauging the association of UTAUT2 drivers, Technology Interface drivers, and Digital Payment drivers with Behavioral Intention. Findings/Results: The results show a positive and significant association with Behavioral Intention of Technology Interface drivers and Digital Payment drivers as additional drivers to UTAUT2 drivers. UTAUT2 drivers had the highest impact (β: 0.465), followed by Digital Payment and Technology Interface drivers (β: 0.263 and β: 0.211). Further examination suggests a positive impact of Behavioral Intention on Sustained Intention (β: 0.868). The outcomes reflect that the model explained 69.5% of the variation in Behavioral Intention and 75.4% of the variation in Sustained Intention. Implications: The study suggests that Indian managers need to adopt DPM as a support service to make online shopping a worthwhile experience. Technology Interface drivers have a comparatively lower coefficient, indicating that in India, they are yet to reach the optimum level for consumers to adopt them fully. Efforts to transform Behavioral Intention into repeated online buying or Sustained Intention may go a long way in building a strong, committed community of online sellers to assist in enhancing customer experience.