Purpose: The main purpose of this paper is to explain the preferences of consumers for using online payment services. This paper applies a unified theory model named stimulus-organism-response (S-O-R) theory for exploration.Design/methodology/approach: This is quantitative research based on the structural equation modelling method. The stimulus-organism-response (S-O-R) theory was applied, whereby the author conducted an online survey through a structured questionnaire with users of mobile payment services. These consumers are using online payments for online shopping purposes. The survey was conducted all over India. The sample size is 355.Findings: The study found that utilitarian, hedonic value and salesperson behaviour impact consumers satisfaction and behaviour while using online payment services. The study found that there is a significant direct relationship between consumer satisfaction and consumer behaviour. This study examines how financial mobile services contribute to e-commerce implementation, especially in the context of India.Practical implications: This study incorporates a variety of factors, including the behaviour of salespeople, which affect consumer happiness, satisfaction and behaviour intention. This study reveals a direct relationship between consumer satisfaction and behavioural intention. Accordingly, the use of mobile banking and digital financial services has a positive impact on customer satisfaction. This study suggested that awareness about e-commerce services and mobile financial services is an important aspect of consumers satisfaction. Effective e-commerce services and mobile financial services have a positive impact on consumer behaviour.Originality/value: This is a comprehensive model used for online payment services and directly related to emerging economies like India. This study examines the consumer willingness of the digital market in relation to online payment services. This study contributes to the relevant literature by simultaneously examining the role of e-commerce platform characteristics and online consumer psychology in influencing behavioural intention. Numerous factors have been revealed by this investigation.

In contrast to human intelligence, which comes from innate knowledge, artificial intelligence (AI) and big data refers to the mental capacity demonstrated by robots. AI has been revolutionized banking and the financial sector and affected on human labor as well as other stakeholders. The concept of “industry 4.0” dramatically altered how organizations operate today. The five maturity levels of the model are initial, managed, defined, established, and digitally oriented. Requirement to secure, improve the quality, and meet the interests of both clients and financial institutions is increasing day by day. Technology become base of the financial institute. This paper examines various technology models used in the financial and banking industries. The study focusses on digital technology in the banking and finance industries for gaining understanding of the topic and identifying new areas. Study examines futuristic challenges of technology in banking sectors.

The Goods and Services Tax has significantly changed the economic structure of India and replaced the previous indirect taxation system. With the intention of reducing tax evasion, this new law simplifies the implementation procedure and makes tax credit technology more readily available. Prior to this time, there were several taxes, which encouraged tax evasion, increased compliance with government regulations, and burdened consumers. New statistical and analytical tools that offer speed and simplicity are now available to tax professionals. AI can help with fraud identification, which will help with governmental oversight and control. Taxes are a significant source of public finance in a growing nation like India. Taxpayers view about using artificial intelligence to power tax assessment. This study emphasizes how AI can simplify input tax credit reconciliation and future scope.