Digital Transaction Usage and Consumer Spending Behaviour in the Global South

Evidence from Nepal

Authors

Keywords:

Behavioural Intention, consumer spending, digital transactions, financial technology, UTAUT

Abstract

Purpose: Drawing on the UTAUT, this study examines the influence of performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC) on consumer spending behaviour (CSB), while also investigating the mediating role of
behavioural intention (BI).

Design/methodology/approach: The study adopted a survey design, and cross-sectional data were collected from 280 consumers in Kathmandu Valley using convenience sampling. Data were analysed using SmartPLS 4.0.

Findings: The results show that PE, SI, and FC significantly influence CSB, whereas EE was not supported. Likewise, BI mediated the relationship between PE→CSB, SI→CSB, and FC→CSB, whereas the mediating effect of EE was not significant.

Implications: The findings provide practical insights for marketers and digital service providers to enhance BI by promoting perceived usefulness, SI, and FC.

Originality/value: This study extends the UTAUT framework by linking digital transaction usage to actual CSB, offering novel evidence from Nepal and revealing the mediating role of BI in a Global South context.

JEL Classification: D12, D91, G21, O33, E42

Author Biographies

Santosh Khadka, MBS Graduate, Kathmandu Model College, Tribhuvan University, Nepal

Santosh Khadka is a graduate of the Master of Business Studies (MBS) program in Finance from Kathmandu Model College, Tribhuvan University, Nepal. He is currently pursuing a second master’s degree in AI Business Management at Woosong University, Daejeon, South Korea. His research interests include finance, digital transformation, consumer behaviour, and artificial intelligence, with a focus on emerging technologies and their impact on business and society

Mijala Kayestha, Research Associate, King’s College, Westcliff University, Nepal

Mijala Kayestha is a Research Associate at the Centre for Research and Development (CERAD), King’s College (Kathmandu), affiliated with Westcliff University. With over five years of experience, she has contributed to academic publications, mentored students, organized and led national and international conferences, and supported journal management. Her research interests include Behavioral Finance, Financial Literacy, and Environmental Sustainability. She is actively engaged in research, academic development, and initiatives that promote impactful, rigorous, and evidence-based research.

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Published

2026-09-04

Issue

Vol. 1 No. 1 (2026)

Section

Research Articles