TY  - JOUR
T1  - Diffusion Modelling of Digital Payments
AU - Balaji, R. Pradheep AU - Vijayakumar, T. 
JO  - Journal of Engineering and Applied Sciences
VL  - 14
IS  - 11
SP  - 3707
EP  - 3710
PY  - 2019
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2019.3707.3710
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2019.3707.3710
KW  - Diffusion
KW  -digital payments
KW  -social analytics
KW  -early adopters
KW  -lead users
KW  -payments
AB  - This study studies the adoption of digital payments by lead adopters-college students in
Kanchipuram District in India. The intent is to identify key drivers for adoption of digital payment applications
by students between the age group of 17-22 years old. The study tries to establish the logical relation between
latent constructs in an individual’s behavior/preferences and the outcome of different logical combinations
driving to adoption of digital payments. In this study, digital payment refers to e-Wallet applications like Paytm,
BHIM, PayZapp, etc. The first study was done amongst college student who joined college and in the first week
of academic cycle. The second study was done amongst same student who had finished first year. In the
intermediate period it is interesting to observe that adoption of digital payments has increased from 12-76%.
Digital payment adoptions analyzed through social network propagation. More people are using cards at point
of sale devices and just not ATMs. This apart many inactive debit card users have started using the cards. This
study is attempting to understand the behavioral shift amongst users in India by taking the example of a set
of lead adopters of technology vis-a-vis digital payments. We have taken college students, since, they are
considered lead adopters in mobile usage and expected to have some adoption levels of digital payments also.
Structural tapping, social reinforcement and homophily are 03 key influence factors amongst student population
for adoption of digital payments. Two key findings of the study includes: ease of use and security are
considered the most important factor for adoption of digital payments. Incentives to adopt digital
payments.
ER  -