Assessing user acceptance of a new version of paytm with the technology acceptance model (tam): a study of the implementation strategy for Uber, zomato, blink it, and urban company 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” and the integration of the existing apps Uber, Zomato, Blinkit and Urban Company into Paytm . Therefore, based on these results a strategic implementation plan has been developed to integrate the aforementioned apps into Paytm's digital ecosystem.