Presenting Young Adults in India: A Study on Behavioral Intention toward Digital Consumer Credit Services

Abstract

The rapid growth of digital financial technologies has significantly transformed the financial behavior of young adults in India. The widespread adoption of smartphones, internet connectivity, digital wallets, mobile banking applications, BNPL platforms, and online lending services has increased the accessibility and usage of digital consumer credit products. This study aims to investigate the behavioral intention of young Indian adults toward internet-based consumer credit services by examining the influence of perceived value, perceived risk, perceived cost, service quality, subjective norms, social influence, and switching costs. A quantitative research approach is proposed using a structured questionnaire administered to young adults aged 18–35 years who actively use digital financial services. The study seeks to identify the key factors that encourage or hinder the adoption and continued usage of digital credit platforms. The proposed framework integrates behavioral, technological, financial, and social dimensions to provide a comprehensive understanding of consumer decision-making in the fintech ecosystem. The findings reveal that perceived value, service quality, social influence, and subjective norms positively influence adoption intention, whereas perceived risk and perceived cost negatively affect usage behavior. Furthermore, switching costs are anticipated to contribute to continued platform usage. The study offers valuable insights for fintech companies, financial institutions, and policymakers to develop secure, transparent, user-centric, and sustainable digital credit ecosystems that promote responsible financial behavior and enhance financial inclusion among young adults in India.