E-WALLET'S ATTRIBUTES & ITS IMPACT ON STIMULATING CONSUMER IMPULSE PURCHASE

Purpose: Impulse buying significantly boosts business revenue, which is commonly observed in retail where product placement entices customers. This study investigates the attributes that contribute to customer satisfaction with e-wallets and their impact on impulsive purchases, highlighting the influence of digital payment systems on the Indian economy and citizen payment behavior. Factors such as the user interface, perceived risk, gateway appearance, perceived delightfulness, and social influence on e-wallet usage and customer satisfaction are examined. Additionally, it analyses how customer satisfaction affects impulsive purchases. Methodology: A descriptive research design is used to target e-wall customers in this study. A 5-point Likert scale questionnaire was used to collect data from 417 respondents, analyzed using SEM and Smart PLS 4.1.0.8. Findings: This research on e-wallet attributes reveals several key factors influencing customer satisfaction and impulse buying behavior. User interface, gateway appearance, perceived delightfulness, and social influence positively impact customer satisfaction, while associated risk has a negative effect. The user interface emerged as the strongest predictor of satisfaction, followed by gateway appearance and perceived delightfulness. Customer satisfaction, in turn, significantly influences impulse buying behavior. The study found that gateway appearance, perceived delightfulness, and user interface indirectly affect impulse buying through customer satisfaction. These findings suggest that e-wallet providers should prioritize improving user interface, gateway appearance, and perceived delightfulness to enhance customer satisfaction and potentially increase impulse purchases. Additionally, reducing perceived risks is crucial for boosting satisfaction. These insights offer valuable guidance for businesses looking to leverage e-wallets effectively in their operations. Research Implications: These findings can help e-wallet platforms increase traffic and promote impulsive buying, thereby boosting business revenue. Originality and Value: The study examines e-wallets in Indian digital retail, focusing on customer satisfaction and impulse buying behavior. It aims to identify influential factors, establish relationships between variables, quantify impacts, and uncover indirect effects. Using structural equation modeling, the research contributes to technology adoption theories and provides practical insights for e-wallet providers and businesses. This comprehensive approach offers a clear understanding of e-wallet usage in the Indian context, with potential implications for both theory and practice in the digital retail sector.