International Journal For Multidisciplinary Research

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“Behavioural Dependency or Habitual Adoption? Examining UPI Usage Patterns Among Gen Z University students at Dharwad, India”

Author(s) Prof. Priya Gujamagadi, Prof. Sachinkumar Sarangamath
Country India
Abstract In India the development of technology has made major impact on lifestyle of people. New Generation Z is more used to technology & Digital payment has become part of their life. UPI is dominating all other Digital payment methods. The study is aimed to assess the behavioural pattern of entrenched, routine, and difficult to discontinue usage nature among Gen Zs, specifically Local University Students at Dharwad. A Study of Usage pattern among 221 Gen Z students of Dharwad, Karnataka is conducted using structured questionnaire & Technology Acceptance Model (TAM) & Habitual use theory. Sample size is calculated by using Cochran’s Sample Size Formula. Major five key factors: frequency, intensity, Convenience, ease of use & Fear of risk. The data is analysed using correlation coefficient, R2, Cronbach’s Alpha, P Value, Standard Deviation & Reliability. Cronbach’s Alpha of 0.610 indicates acceptable internal consistency. Pearson correlation, Simple regression and R² reveals significant positive associations between frequency, intensity, convenience and ease of use with UPI usage & fear of risk shows significant negative association with frequency & convenience. After all the calculations & findings we can conclude that the respondents agreed to the Indicators & Hypothesis are accepted. Over 90.0% of the population chose UPI over other payment methods & it has become major part of their routine life. It also presented that it has dark side impact also and 74% of the population have faced the frauds while using UPI & 53.2% of the population use UPI with the fear & risk of fraud.
Keywords Key Words: TAM, Frequency, Intensity, Convenience, Ease of use, Digital Payment.
Field Sociology > Banking / Finance
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-29
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