Article’s

The Unified Payments Interface (UPI) has become the dominant mode of digital payment in India, prized for its speed, ease of use, and seamless integration into everyday purchases. While UPI’s convenience benefits are well documented, less is known about how specific dimensions of the UPI experience – ease of use, speed and availability, promotional incentives, and trust and security – jointly predict impulsive buying behaviour among consumers. This study examines these relationships using primary survey data from 81 valid respondents, measured through a 20-item structured questionnaire combining four Yes/No items capturing impulsive buying behaviour and sixteen five-point Likert items across four predictor constructs. The instrument demonstrated acceptable to good reliability (Cronbach’s alpha = 0.762 overall). Descriptive results show respondents rate UPI highly on Ease of Use (M = 4.19) and Speed & Availability (M = 3.94), while Promotional Influence (M = 2.81) and Trust & Security (M = 3.30) were rated more moderately. Regression analysis revealed that Promotional Influence (β = 0.263) and Trust & Security (β = 0.265) were the strongest predictors of impulsive buying behaviour, while Ease of Use and Speed & Availability showed negligible unique contribution once the other constructs were accounted for (R² = 0.155). These findings suggest that impulsive UPI-driven purchases are shaped more by promotional incentives and payment confidence than by sheer usability or speed, offering practical implications for retailers, fintech platforms, and policymakers concerned with responsible digital spending.