Advances in Consumer Research
Issue 8 : 550-558
Original Article
Behavioural Dynamics of Digital Payment Adoption an Empirical Study Using Structural Equation Modeling
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1
Associate Professor, Thakur Institute of Management Studies and Research, Mumbai, Maharashtra, India
2
Professor, Thakur Institute of Management Studies and Research, Mumbai, Maharashtra, India
3
Assistant Professor, Chetana’s R. K. Institute of Management and Research, Mumbai, Maharashtra, India
Abstract

Digital payment platforms have become an integral part of everyday financial transactions, yet understanding the factors that encourage users to trust and actively engage with these platforms remains a key challenge. This study explores the role of the CHIPS framework—Connect, Harness, Innovate, Protect, and Sustain—in shaping trust and behavioural outcomes within digital payment ecosystems. Using data collected from 250 digital payment users and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the study finds that the CHIPS framework significantly enhances user trust and positively influences behavioural outcomes. The results further reveal that trust serves as an important mechanism through which ecosystem capabilities translate into favorable user behavior. By adopting a holistic ecosystem perspective, the study extends existing digital payment literature and highlights the importance of connectivity, innovation, security, resource optimization, and sustainability in fostering user confidence and engagement. The findings offer practical insights for fintech firms, financial institutions, and policymakers seeking to build trusted, user-centric, and sustainable digital payment ecosystems

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