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@article{204784,
        author = {Ms. Suman Mishra and Mr. R. Kishore Kumar},
        title = {Impact of Online Payment Systems on Consumer Buying Behaviour and Purchase Decisions: With special reference to Gen Z},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {5358-5363},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=204784},
        abstract = {The rapid expansion of digital payment technologies has significantly transformed consumer purchasing behaviour, particularly among Generation Z consumers who are highly receptive to technological innovations. Among various digital payment mechanisms, the Unified Payments Interface (UPI) has emerged as the most widely adopted payment system in India due to its convenience, speed, accessibility, and seamless integration with digital commerce platforms. This study examines the impact of UPI-based online payment systems on consumer buying behaviour and purchase decision-making among Generation Z consumers in Bangalore. Drawing upon the Technology Acceptance Model (TAM) and contemporary digital payment literature, the study investigates the influence of key factors such as ease of use, convenience, trust, security, and promotional incentives on consumers' purchasing behaviour.
A quantitative research approach was adopted using a structured questionnaire administered to 104 Generation Z respondents. The collected data were analysed using descriptive statistics and correlation analysis to examine the relationship between UPI usage and consumer purchase behaviour. The findings reveal that UPI has achieved widespread acceptance among Gen Z consumers and has become an integral component of their daily transactions. Convenience, transaction speed, and ease of use emerged as the most influential factors driving adoption, while cashback offers and rewards further encouraged frequent usage. The results also indicate that increased reliance on UPI positively influences purchase frequency, impulse buying tendencies, and confidence in transaction completion. Although concerns regarding security and privacy persist, they do not significantly inhibit the continued use of digital payment platforms.
The study contributes to the growing body of knowledge on digital consumer behaviour by providing empirical evidence on the behavioural implications of UPI adoption among young consumers in an emerging economy. The findings offer valuable insights for fintech firms, e-commerce platforms, financial institutions, and policymakers seeking to enhance digital payment ecosystems and foster sustainable consumer engagement in the evolving digital marketplace.},
        keywords = {Online Payment System, Online Banking, Net Banking, UPI Payments, Consumer Behaviour, Perception, Purchasing Behaviour, E-Commerce},
        month = {June},
        }