Digital Payment Impact on Daraz Pakistan

Abstract

This study aims to investigate the impact of digital payment (DP) on various aspects of e-commerce (EC) in the context of Daraz, a leading online marketplace in South Asia. The study employs a quantitative research approach and collects data from 351 sellers on Daraz using an online survey. The collected data is analyzed using structural equation modeling (SEM) with the help of AMOS statistical tool. The findings reveal that DP has a significant positive impact on Daraz purchasing, selling, and marketing. Furthermore, IT mediates the relationship between DP and Daraz purchasing, selling, and marketing. The study also confirms the convergent and discriminant validity of the measures and establishes the reliability of the constructs used in the model. The theoretical implications of this study are significant as it contributes to the growing body of literature on DP and EC in emerging economies. The findings provide empirical evidence of the positive impact of DP on various aspects of EC in the context of South Asia, which has a significant potential for growth in this area. The practical implications of this study are also relevant for EC businesses operating in emerging economies. The findings suggest that EC businesses should focus on promoting DP adoption to enhance their business operations and improve customer experience. The study also identifies IT as a critical mediator between DP and EC, highlighting the importance of technology integration in EC businesses.