LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Manish Maharjan, Dr. Pradeep Karn

Abstract:This study explores the adoption of card payment systems in Nepal using the Theory of Planned Behavior (TPB) to analyze factors influencing consumer behavior. Urban areas, especially Kathmandu, have seen increased usage due to convenience and security, while rural regions face significant barriers, including infrastructural challenges, low digital literacy, and cultural preferences for cash. A quantitative research approach was employed, with data collected through surveys from both urban and rural populations. Descriptive statistics and regression analysis were used to examine the impact of attitudes, subjective norms, and perceived behavioral control on the intention to use card payments. Findings indicate that while perceived ease of use and social influence are significant drivers of adoption in urban areas, security concerns and low digital literacy hinder adoption in rural areas.

Keywords:Card Payment System, Digital Payments, Theory of Planned Behavior (TBP), Financial Inclusion, Consumer Behavior, Digital Literacy, Financial Ecosystem.