Digital Payment Apps: A Study on Saving and Spending Habits among College Students in Ahmedabad City

Abstract

The present study investigates consumer perceptions, preferences, and behavioral influences regarding the use of digital payment applications among 200 respondents in Ahmedabad. The research focuses on evaluating ease of use, convenience, trust, financial awareness, and spending behavior in the adoption of digital payment platforms. The sample predominantly consisted of young, educated users, with 60% aged 18–22 years and 64% being students, highlighting the prominence of tech-savvy youth in driving digital financial adoption. Data were collected through structured online questionnaires and analyzed using SPSS and Excel. Results indicate that a majority of respondents find digital payment apps convenient and easy to use, with 58% preferring digital payments over cash. Additionally, 63% reported behavioral changes in spending, and 52% acknowledged benefits in financial management such as expense tracking and budgeting. While security perception was generally positive (59% agreement), a notable segment remained neutral, signaling the importance of continued emphasis on safety and trust. Cronbach’s Alpha (0.881) confirmed the high reliability of the scale, and hypothesis testing revealed that age significantly influences perceptions of ease of use and payment preference, though not other behavioral or financial management aspects. The findings reinforce theoretical frameworks such as the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) and highlight the role of behavioral finance in understanding digital payment adoption. Practical implications include enhancing app usability, security measures, financial literacy programs, and responsible spending features. The study provides insights for app developers, policymakers, and financial institutions aiming to promote inclusive, secure, and efficient digital payment ecosystems in India.