Assessing user acceptance of a new version of paytm app with the technology acceptance model (tam): a study of the strategic implementation of ´paytm music´ into paytm´s digital ecosystem

Abstract

This study investigates users’ behavioral intention toward an integrative version of Paytm, a popular digital payment platform in India. The study employs an online questionnaire, analyzed through the Technology Acceptance Model. The findings indicate that Paytm users have a positive attitude towards new features, such as “Paytm Music”, into Paytm. Therefore, based on these results a strategic implementation plan has been developed to integrate the aforementioned app into Paytm's digital ecosystem.