DIGITAL TRANSFORMATION OF SMALL FAMILY BUSINESSES: UNPACKING DIGITAL PAYMENT USAGE BEHAVIOUR

DOI: https://doi.org/10.5281/zenodo.20150049

Authors:

Dr. Shagun Sharma, Prof. Mansi Saxena, Dr Ajay Gangele, Dr Nishtha Ujjawal

Keywords:

Digital Transformation, Family Business; Digital Payments, Digital Literacy, Technology Adoption.

Abstract:

Small family-owned businesses in developing markets are increasingly using digital payment solutions. Further investigation of their digital transformation, particularly the acceptance of various payment methods is obviously needed. Using the Theory of Planned Behaviour (TPB) to investigate the factors influencing the adoption of digital payment systems by small family companies, this study analyses how digital literacy affects the behaviour associated with digital payment usage in family-owned enterprises. A structured questionnaire was used to collect data from 300 small family business owners in Delhi and surrounding areas in North India. The analysis was carried out using Structural Equation Modelling-Partial Least Squares (SEM PLS). The findings show that social norms, attitudes, and perceived behavioural control all have a substantial influence on digital payment usage behaviour. This study presents a theoretical addition by extending the TPB framework with the inclusion of digital literacy, which is yet underexplored in the context of emerging markets.

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