Artificial Intelligence, Digital Payments and Consumer Behaviour: Emerging Innovations and Their Impact On the Indian Commerce Ecosystem

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@article{1724652,
      author = {Dr. Gayatri Dadmi},
      title = {Artificial Intelligence, Digital Payments and Consumer Behaviour: Emerging Innovations and Their Impact On the Indian Commerce Ecosystem},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {10},
      number = {3},
      pages = {4139-4152},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1724652.pdf},
      abstract = {The relentless proliferation of artificial intelligence (AI), Fin Tech and digital payment innovations has revolutionized the contemporary business landscape offering pathbreaking opportunities for innovative technological intervention, superior customer experience, enhanced financial inclusion, and sustainable business development in the Indian economy with increasing penetration of Unified Payments Interface (UPI), adoption of AI-enabled chatbots, recommendation engines, predictive analytics, digital enterprise platforms, consumer behaviour and decision-making towards digital commerce; leading towards an integrated conceptual insight into the nexus between emerging technologies and consumer behaviour; in this context, this conceptual research article aims to explore the transformative impact of artificial intelligence and digital payment innovation on India's commerce environment, identify the significant technological, cognitive and institutional determinants of consumer acceptance and purchase intention, develop a generic conceptual model explaining the interrelationship between technological innovation, perceived usefulness, perceived ease of use, digital convenience, consumer trust, perceived risk, digital literacy, and behaviour; citing the theoretical inspiration from technological acceptance model (TAM), Unified theory of acceptance and use of technology (UTAUT), and the trust and risk framework, this study applies a conceptual and analytical approach through syntheses of critical quality research, theoretical antecedents, secondary data till August 2026 related to AI-enabled shopping, UPI transactions, Electronic commerce, and emerging digital economy; proposing a contextualized integrative conceptual framework in which digital payment accessibility and AI enabled system are essential complementary technological determinants influencing user adoption and purchase behaviour through mediated effects of perceived usefulness, ease of use and trust, with digital literacy, privacy & security risk, and technological accessibility moderating them; previous empirical and conceptual studies have noted that technological convenience, personalization, authenticity and consumer confidence are key issues in digital commerce platform adoption while cybersecurity issues, privacy risks, technological algorithms limitations and digital divide are persistent challenges; this conceptual work enriches the existing Commerce and Management literature by unifying previously exclusive discourses on AI powered customer engagement and digital payment acceptance building up testable research propositions and providing important theoretical, managerial and policy implications for retail traders, financial service providers, MSMEs, consumers and stakeholders for inclusive, responsible and innovative exploration of the developing digital commerce ecosystem in India.},
      keywords = {Artificial Intelligence, Digital Payments, Consumer Behaviour, Unified Payments Interface, Digital Commerce, Technology Acceptance Model, Consumer Trust, Financial Inclusion, Business Innovation, India.},
      month = {September},
  }