A Study on Consumer Attitude towards Payment Modes in E-commerce with Special Reference to Palakkad

Abstract

E-commerce has transformed retail by offering diverse payment options that influence consumer confidence and purchase behaviour. This study examines consumer attitudes towards various payment modes in e-commerce with special reference to Palakkad district in Kerala. Primary data were collected from 120 respondents using a structured questionnaire. Tools such as percentage analysis, mean score, correlation, and regression were used to analyze the relationship between consumer attitude and payment preferences. The findings reveal that digital wallets, cash on delivery (COD), and unified payment interfaces (UPI) are the most preferred payment modes due to convenience, speed, and security. However, concerns regarding online fraud, data privacy, and transaction failures negatively impact consumer trust. Regression analysis indicates that perceived security and ease of use significantly predict positive consumer attitude towards e-commerce payment modes. The study concludes that while digital payments are increasingly accepted, trust and secure systems remain critical in shaping consumer attitudes in Palakkad.