Unravelling the Influence of Fake News on Social Media: Implications for UPI Payment App Continuance Intentions—An Empirical Study

This study examines the relationship between user attitudes and continuance intention toward Unified Payment Interface (UPI) payment apps in India, with misinformation as a moderating variable. Data were collected from 404 users via an online questionnaire using validated scales, and analysed through Partial Least Squares Structural Equation Modelling (PLS-SEM). Thematic analysis was used to support qualitative insights. Results demonstrate a strong positive influence of user attitudes on continuance intention, driven by perceived benefits such as convenience, security, and efficiency. Notably, misinformation unexpectedly moderated this relationship positively, indicating that users with strong attitudes remain resilient to fake news, prioritizing UPI’s functional value. These findings have practical implications for policymakers, fintech firms, and digital platforms aiming to strengthen trust and user engagement. The study contributes to the growing literature on digital payments by highlighting the overlooked role of misinformation in user behavior and providing strategies to foster long-term adoption of UPI.