Paper Contents
Abstract
The increasing ubiquity of digital payments across global markets has reshaped the operational dynamics of the unorganized retail sector, simultaneously amplifying security and data privacy risks. This study examines the intersection of digital innovation, cybersecurity challenges, and customer trust among small and unorganized retailers in emerging economies. Drawing upon the theoretical foundations of the Technology Acceptance Model (TAM) and Protection Motivation Theory (PMT), the research explores how perceived security, ease of use, regulatory compliance, and digital literacy influence adoption patterns and managerial decisions
Copyright
Copyright © 2025 Dalyop Frederick Christopher, Dr. Ravi Kishor Agrawal. This is an open access article distributed under the Creative Commons Attribution License.
