No abstract

No abstract

In this study, we examined the influence of users’ experiences with the unified payments interface (UPI) system on the usage behavior of central bank digital currency (CBDC) in India. Our research developed a novel conceptual framework that investigated the relationships between technology, cognitive factors, and behavioral intentions towards CBDC use. The framework integrated UPI usage experience as a moderator within existing models of behavioral intentions and use behaviors. We collected data through a survey conducted in major Indian cities during the pilot launch of CBDC. By utilizing a partial least squares structural equation model (PLS-SEM), we analyzed the proposed model and the relationships between the constructs. Our findings revealed the significant impact of hedonic motivation and performance expectancy on users’ behavioral intentions towards CBDC. Social influence also played a significant role in CBDC usage. Furthermore, we identified that prior UPI usage negatively moderated the relationship between performance expectancy and behavioral intention, as well as the relationship between social influence and use behavior. However, prior UPI usage did not significantly moderate the relationships between perceived risk, hedonic motivation, behavioral intention, and use behavior. These findings contribute to our understanding of the factors influencing CBDC adoption and usage behavior in India.

This paper encompasses the research studies done on the impact of social media on consumer behaviour. Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. People are using various social media websites and because of that the entire marketing landscape is changing. Massive audience is available who are spending many hours a day using social media across the various platforms and are majorly involved in information processing, entertainment and social connection activities, it is not surprising that marketers have started utilising social media as a marketing channel. Companies now place considerable value on the way in which social media can be used to shape consumer’s brand/product perception and influence their buying decision. Rather than focusing on short-term advertising through technology, companies are integrating social media mechanisms to enhance the relationship with consumers. Therefore, companies need to better understand the changing behaviour of consumers, in order to create mutual benefits from the use of social media. So, the research paper talks about what activities the consumer are involved in, how branding on social media is important and how it can help in marketing the goods/services. It also highlights how user generated content helps in marketing of a company and what will be the future of social media and areas the companies should focus on which will impact the consumers behaviour.

The most important objective of service quality is the retention of the customer to provide repeatability of services through customer satisfaction. Since customer perceptions and expectations affect the service quality, this study helps to understand and identify the service quality gaps in services provided by cab aggregators to customers in India using SERVQUAL Gap Analysis between perception and expectation. The main objective of this chapter is to understand, study, and compare the customer perception and expectations from customers using services of the cab aggregators within India to identify the areas of service quality gaps. Primary data was collected from 495 respondents from various cities across different demographic variables such as gender, age, income, education, and occupation. The responses were taken using Google Forms, which is consolidated in an Excel sheet. It is suggested to also create a service quality framework for cab aggregators on the basis of service quality gaps identified in the current study.