Paper Contents
Abstract
The adoption of digital payments has accelerated globally, with young consumers at the forefront of this transformation. In India, the proliferation of Unified Payments Interface (UPI) applications such as Paytm, PhonePe, and Google Pay has made transactions seamless, cashless, and highly convenient. While digital payments enhance transaction speed and accessibility, they also reduce the pain of paying, potentially leading to impulse buying behaviour. This study explores the relationship between digital payment adoption, perceived convenience, and impulse buying among young consumers. Primary data was collected from 56 student respondents through a structured online questionnaire, with responses analyzed using percentage analysis and graphical visualization. Results indicate that while the majority of students prefer digital payments for their convenience and efficiency, a substantial proportion reported unplanned purchases and post-purchase regret associated with their usage. Findings reveal that convenience acts as a double-edged sword: it promotes adoption and satisfaction but simultaneously facilitates impulsive spending. The study contributes to existing literature by contextualizing digital payment adoption within behavioural finance, highlighting the need for targeted interventions such as financial literacy programs and in-app spending control mechanisms. Practical implications extend to fintech providers, educators, and policymakers aiming to promote responsible digital consumption among youth
Copyright
Copyright © 2025 Dr. Kishore Raaj S, Aishwarya M, Aashish R. This is an open access article distributed under the Creative Commons Attribution License.
