Keywords : Digital Payment Adoption, Customer Trust, Google Payment Services, Perceived Security, Evolving Payment Landscape

Abstract : This research explores the factors influencing customer trust and adoption of Google Payment Services (GPay) in the context of the evolving digital payment landscape. The study delves into the intricate dynamics that shape users` perceptions of the safety and reliability of Google`s digital payment solutions, with a focus on the critical role of perceived security. The research employs a comprehensive methodology, combining first-hand data from a structured questionnaire administered to 153 users, predominantly in Gujarat, with an analysis of secondary data from various written sources. The literature review highlights the significance of trust in the adoption of digital payment services, emphasizing the role of security, reliability, and transparency. The study identifies demographic and socio-economic characteristics of respondents, revealing a diverse sample predominantly composed of youth residing in rural areas with varying income levels. Data analysis, including normality tests and Wilcoxon Signed Ranks Test, indicates a statistically significant preference for trusting Google Payment Services in terms of securing personal and financial information compared to other influencing factors. The study underscores the importance of addressing perceived security concerns to enhance overall trust and adoption. The findings contribute valuable insights for academic discourse and practical implications for Google Payment Services in navigating the competitive digital payment market.

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