Consumer Behaviour In The Age Of Digital Commerce: The Role Of FinTech, Mobile Payments And Online Market Platforms

Authors: Dr. Prabodhini B. Wakhare, Bhagyashree S. Borhade, Dr. Shivaji Borhade Principal

Abstract: Digital commerce has changed how people buy products and services. Today, consumers shop online, compare prices and make payments through technology. This study examines how FinTech services, mobile payments and online market platforms affect consumer purchasing behaviour. A sample of 100 consumers was surveyed using a structured questionnaire. The analysis shows that digital tools strongly influence buying patterns. FinTech services increase trust and financial control. Mobile payments make shopping faster and more convenient. Online platforms provide product information, reviews and personalised suggestions that guide purchase decisions. The results show that all three factors have a significant positive impact on consumer behaviour. Younger consumers use digital services more actively than older groups. Mobile payments and FinTech services were found to be the strongest predictors of online purchasing. Consumers also enjoy smooth transactions, cashback offers and secure payment gateways. However, some still worry about privacy and security.