Digital Payment Adoption and Satisfaction: A Comparative Study of UPI and E-Wallets in India and Malaysia

Haslindar Ibrahim; Shivaprasad S; Ainul Kamilah binti Zolkiffly; Aina Afrina binti Azhar; Ainul Mardhiah binti Zolkiffly; Ainur Shazmiera binti Ahmad Shabani; Dundesh Kotagi; Valibhasha N; Daisy Mui Hung Kee

doi:10.32535/ijafap.v9i3.4833

Digital Payment Adoption and Satisfaction: A Comparative Study of UPI and E-Wallets in India and Malaysia

Haslindar Ibrahim, Shivaprasad S, Ainul Kamilah binti Zolkiffly, Aina Afrina binti Azhar, Ainul Mardhiah binti Zolkiffly, Ainur Shazmiera binti Ahmad Shabani, Dundesh Kotagi, Valibhasha N, Daisy Mui Hung Kee

Abstract

Digital payment systems have expanded rapidly in India and Malaysia, with UPI in India and DuitNow QR and e-wallet platforms such as MAE and Touch ‘n Go eWallet in Malaysia becoming increasingly integrated into everyday transactions. The current study aims to analyze the key determinants of digital payment adoption in two prominent Asian nations, namely, India and Malaysia. Utilizing the Technology Acceptance Model (TAM), this comparative study examines the impact of adoption of online payment platforms, perceived usefulness, perceived ease of use, perceived trust, social influence, and system quality on customer satisfaction. A quantitative methodology was employed using a 5-point Likert-scale questionnaire from 159 respondents across both regions, and the data were analyzed using SPSS. The findings show that system quality had the strongest positive effect on customer satisfaction in Malaysia (b = 0.415, p < 0.05), followed by perceived usefulness (b = 0.256, p < 0.05), while in India, social influence (b = 0.549, p < 0.05) and system quality (b = 0.437, p < 0.05) were the strongest positive predictors. This research provides strategic insights for financial institutions and policymakers in emerging markets.

Keywords

Adoption; Comparative Analysis; Digital Payment Systems; E-Wallets; Perceived Security; Unified Payments Interface

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DOI: https://doi.org/10.32535/ijafap.v9i3.4833