Proceedings of the International Conference on Technology and Innovation Management (ICTIM 2022)

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Adoption Factors of P2P Lending in India

Authors
Stanny Dias1, *, Anukool Nigalye2, Jayant Mahajan3
1Faculty of Marketing, Christ Deemed to be University, Lavasa, Pune, India
2Department of Marketing, Christ Deemed to be University, Lavasa, Pune, India
3Faculty of Analytics, Christ Deemed to be University, Lavasa, Pune, India
*Corresponding author. Email: dias.peter@res.christuniversity.in
Corresponding Author
Stanny Dias
Available Online 26 December 2022.
DOI
10.2991/978-94-6463-080-0_11How to use a DOI?
Keywords
Technology acceptance model (TAM); Perceived ease of use (PEOU); Perceived usefulness (PU); Behavioural Intention (BI)
Abstract

The purpose of this paper is to study the effect of perceived usefulness (PU) and perceived ease of use (PEOU) on usage towards the adoption of Peer-to-Peer (P2P) lending in India, with gender and occupation as moderating factors. The paper also tries to understand the awareness level of P2P lending in India. The literature consisting of the main attributes of the technology acceptance model used in this study was reviewed systematically. Later a comprehensive model consisting of PEOU, PU & BI was developed and tested empirically using structural equation modeling.

On evaluating the proposed model, three out of the four hypotheses were supported while one was not. The test on moderating effect of gender and occupation on the structured model showed that both gender & occupation moderate the relationships between PEOU, PU & BI. The study’s limitations are that the results may change with a larger sample size. Researchers may include other variables, such as hedonic motivation, facilitating conditions, price value, etc., from the Unified theory of acceptance and use of technology (UTAUT).

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Technology and Innovation Management (ICTIM 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
26 December 2022
ISBN
78-94-6463-080-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-080-0_11How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Stanny Dias
AU  - Anukool Nigalye
AU  - Jayant Mahajan
PY  - 2022
DA  - 2022/12/26
TI  - Adoption Factors of P2P Lending in India
BT  - Proceedings of the International Conference on Technology and Innovation Management (ICTIM 2022)
PB  - Atlantis Press
SP  - 129
EP  - 144
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-080-0_11
DO  - 10.2991/978-94-6463-080-0_11
ID  - Dias2022
ER  -