Exploring the cultural dimension of technological behaviour in the Indian context

Digital storm which has taken the world changed way organisations function. It brought in a huge change sell and transact. In case of India major e-payment started after demonetization (change national currency) happened. is when people were forced to transact through cashless methods shortage cash. First time small merchants did business methods. Though, still avoid digital prefer cash transaction. Present study was done understand factors influence behavioural intention for adopting The UTAUT (Unified theory acceptance use technology) model used. also find whether can be applied Indian context.The found that independent social influence, perceived value, trust not impact behaviour merchants. Though these are quite relevant cultural context. Thus, suitable markets.