2025, Vol. 8, Issue 1

author(s)
Dhivya M, Anoop KK and Balamourougane R

abstract
The Unified Payments Interface (UPI) has revolutionized India's digital payment ecosystem, positioning the country as a global leader in real-time payment systems. This study explores the dynamic evolution of UPI adoption, focusing on key factors such as user perceptions, adoption patterns, and satisfaction levels that drive its sustained success. A comprehensive review of existing literature identifies critical determinants of user satisfaction, including concerns over privacy, digital literacy, and the impact of major government initiatives like demonetization and the COVID-19 pandemic. Despite UPI's rapid expansion, significant gaps persist in understanding the obstacles to broader adoption and the limited utilization of its diverse features. Notably, research on users' continuance intention, trust development, and fraud prevention remains scarce. This study highlights the importance of assessing continuance intention as a crucial predictor of long-term user engagement. The findings emphasize the need for NPCI to implement strategies that not only enhance user satisfaction but also raise awareness of UPI’s full range of functionalities. By addressing continuance intention, trust, and fraud prevention, this research provides valuable insights into strengthening user retention and long-term engagement in the evolving UPI landscape.