Marketing, General Business, Management and Accounting, Strategy and Management
22
Scopus Publications
Scopus Publications
From Augmented Reality Gaming Temptation to Total Obsession: Investigating the Impact of Behavioural Intention and Continued Usage Towards AR Gaming Parv Gupta, Gyaneshwar Singh Kushwaha International Review of Management and Marketing, 2026 Augmented reality (AR) applications from retail try-ons to mobile games are changing behaviour of the user, but drivers of initial adoption and sustained engagement are underexplored. This study extends UTAUT2 by adding AR-specific factors—interactivity, immersivity, and technological embodiment and replacing hedonic motivation with hedonic adaptation to better predict behavioural intention and continued AR use. A stratified random sample of 300 participants from Delhi, Mumbai, and Bangalore played a 4-minute AR bowling game, then completed a 27-item survey; data were analyzed using partial least squares structural equation modeling (PLS-SEM). Interactivity, technological embodiment, effort expectancy, and hedonic adaptation predicted behavioural intention; immersivity shaped social influence. The model explained substantial variance in intention, which strongly forecasted continued usage, highlighting interactive, embodied, and novelty-sustaining AR elements. (1) modeling AR’s novelty-decay via hedonic adaptation in UTAUT2; (2) integrating AR dimensions to reveal experiential drivers of ongoing AR game engagement.
Banks with Higher Levels of Fintech Adoption Exhibit Better Financial Performance Than Those with Lower Levels of Adoption Mr. Som Shekhar Verma, Dr. Nenavath Sreenu, Dr. Gyaneshwar Singh Kushwaha International Journal of Accounting and Economics Studies, 2025 This study examines the impact of FinTech adoption on the financial performance of commercial banks in India, with a particular focus on Return on Assets (ROA) as a primary indicator of profitability. Drawing on a comprehensive panel dataset of Indian commercial banks from 2012 to 2022, the research employs advanced econometric techniques—including fixed effects, random effects, and dynamic panel models (Difference and System Generalized Method of Moments)—to address endogeneity and capture both short-term and long-term effects. The findings reveal that while higher levels of FinTech adoption are associated with an initial, statistically significant decline in ROA—reflecting the transitional costs and operational challenges of digital integration—banks with greater scale are better positioned to absorb these short-term impacts and achieve superior financial outcomes over time. Traditional drivers such as loan and deposit growth do not significantly influence ROA in the digital era, highlighting the evolving determinants of banking success. The study validates Schumpeter’s Innovation Theory and the Technology Acceptance Model, underscoring the need for strategic planning and gradual implementation of FinTech solutions. Practical implications include recommendations for regulatory support, digital literacy enhancement, and tailored financial incentives to facilitate smoother digital transformation, particularly for smaller banks. This research contributes novel empirical evidence to the limited literature on FinTech and bank profitability in emerging markets and offers actionable insights for banking professionals, policymakers, and financial regulators navigating the digital age.
From risk minimisation to trust building: an empirical study on blockchain technology in digital payment system Vasant Pandey, Gyaneshwar Singh Kushwaha Journal of Modelling in Management, 2025 Purpose The purpose of this study is to examine the mediator role of blockchain technology (BT) in developing the trust among the users of digital payment (DP). Design/methodology/approach The research is of conclusive in nature. Purposive convenience sampling method was used to collect the data through a structured questionnaire. Statistical software Smart PLS 4 and SPSS 26 is used for the analysis of 540 valid responses. Findings This study concludes that resulting model is capable to predict the mediating role of BT in framing the trust. It also identified that all the factors (perceived ease of use, perceived usefulness, social norms and facilitating conditions) examined were found to have significant influence on the adoption of DP system. Research limitations/implications This study uses variables that influences human behaviour in DP adoption. In future the work can be extended to check the moderating effect of BT on trust towards DP system. Originality/value This study demonstrates a key driver of towards DP. In addition, it highlights the pivotal role of BT in developing trust in both current and future adoption of DPs.
Transforming rural economies: a study on adoption of digital payments by rural women in India Vasant Pandey, Gyaneshwar Singh Kushwaha Journal of Science and Technology Policy Management, 2025 Purpose The purpose of this study is to determine the factor that influences the attitude and behavioral intention of rural women in Uttar Pradesh and Madhya Pradesh, India, for digital payment adoption. Design/methodology/approach This study uses a cross-sectional design, collecting data through the administration of 550 questionnaires to rural female participants. Total 468 valid responses were used in the analysis, which was conducted using the statistical software SmartPLS 4 and SPSS 26. Findings The findings of the study suggest that facilitating conditions (FC), social influence (SI), personal innovativeness (PI), lifestyle compatibility (LC) and perceived security (PS) have a significant impact on behavioral intention (BI) and also have significant impact on attitude (ATT) along with perceived security. Influence of attitude on actual usage indicates that attitude becomes more favorable when the actual usage of the system increases. Research limitations/implications The findings of the study offer insightful information about the factors that influence the attitude and behavioral intention of rural women in Uttar Pradesh and Madhya Pradesh toward digital payment adoption. The results emphasized the critical need for development of facilitating condition to enhance the usage of digital payment in rural India. Originality/value This study offers novel insights about the factors influencing rural women’s adoption of digital payments in India. By emphasizing the role of infrastructure, social influence and security concerns, it provides actionable recommendations to promote financial inclusion, economic empowerment and socio-economic development in rural communities.
From clicks to cravings: exploring consumer perceptions of online fast food purchasing Abhay M. Vyas, Gyaneshwar Singh Kushwaha British Food Journal, 2024 PurposeThis study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.Design/methodology/approachA quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.FindingsThe findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.Research limitations/implicationsA constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.Originality/valueThe research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.
Factors Influencing Adoption of Digital Payments: A PLS SEM and ANN Approach Vasant Pandey, Gyaneshwar Singh Kushwaha, Shuchi Srivastava Purushartha, 2023 This study aims to examine the factors that affect digital payment adoption. In addition to this, it also identifies the factors that will help to increase the adoption once the maturity is attained. The current study demonstrates a key driver of digital payment. The research is conclusive in nature. It utilizes a hybrid approach combining PLS SEM and ANN to illustrate the impact of various factors on the adoption of digital payments. The data is collected through a structured questionnaire. Warp PLS 7.0 is used for Structured Equation Modelling as a statistical tool analysis of the data. The findings of this study indicate that the facilitating conditions are the most influencing factor of digital payment adoption. Apart from this, social norms were identified as the factor that will influence the adoption of digital payment when there will be a fall in its adoption and usage.
Nickel and Cobalt Price Volatility Forecasting Using a Self-Attention-Based Transformer Model Shivam Swarup, Gyaneshwar Singh Kushwaha Applied Sciences Switzerland, 2023 Both Nickel and Cobalt have been extensively used in cutting-edge technologies, such as electric vehicle battery manufacturing, stainless steel, and special alloys production. As governments focus on greener solutions for areas such as transportation and energy generation, both metals are increasingly used for energy storage purposes. However, their price uncertainty makes for an interesting case in the modern economy. This study focuses on the price volatility forecasting of Nickel and Cobalt using ANN (Artificial Neural Network) built on a special class of Transformer models used for multi-step ahead forecasts. Our results suggest that the given model is only slightly better in predictive accuracy compared to traditional sequential deep learning models such as BiLSTM (Bidirectional Long Short-Term Memory) and GRUs (gated recurrent units). Moreover, our findings also show that, like conventional approaches, in-sample behavior does not guarantee out-of-sample behavior. The given study could be utilized by industry participants for an inquiry into new and efficient ways to forecast and identify temporal-based structural patterns in commodity-based time series.
Sand Battery: An Innovative Solution for Renewable Energy Storage (A Review) Abhay M Vyas, Gyaneshwar Singh Kushwah 2023 IEEE Renewable Energy and Sustainable E Mobility Conference Resem 2023, 2023 Sand battery technology has emerged as a promising solution for heat/thermal energy storing owing to its high efficiency, low cost, and long lifespan. This innovative technology utilizes the copious and widely available material, sand, as a storage medium to store thermal energy. The sand battery works on the principle of sensible heat storage, which means that the thermal energy is stored in the form of heat in the sand particles. In a sand battery, sand is heated using renewable energy sources such as wind, solar, or geothermal energy during off-peak hours when energy demand is small. This stored thermal energy can then be used during peak hours when energy demand is high. The sand battery has numerous advantages over other thermal energy storage solutions, such as its ability to store big amounts of energy, low maintenance cost, and scalability. The technology is still in the developmental stage, and researchers are working to improve its efficiency and performance. This paper provides a complete evaluation of the existing state of the art of sand battery technology as thermal energy storage, including the working principle, advantages, limitations, and applications. It also discusses the recent developments and challenges in the field and provides insights into the future potential of sand battery technology for thermal energy storage. Overall, sand battery technology has the potential to revolutionize the way we store and utilize thermal energy, providing a sustainable and cost-effective solution for meeting our energy needs. Further research and development are needed to optimize the technology and bring it to the commercial market.
Accelerating the Shift to Electric: A Review of Government Purchasing Incentives for E-Vehicles Abhay M Vyas, Gyaneshwar Singh Kushwah 2023 IEEE Renewable Energy and Sustainable E Mobility Conference Resem 2023, 2023 The transition to electric vehicles (EVs) is seen as a key component of global efforts to reduce greenhouse gas emissions and combat climate change. Governments around the world are implementing policies and incentives to promote the adoption of EVs, with a focus on providing purchasing incentives to make EVs more available and inexpensive for consumers. This paper provides a review of Indian government’s purchasing incentives for EVs, with a particular focus on their effectiveness in accelerating the shift to electric transportation. The review covers a range of incentives, schemes and plans majorly by central Indian government and examines various types of purchasing incentives and policies, such as FAME-I, FAME-II, NEMMP-2020, subsidies etc. The effectiveness of these incentives is evaluated based on their impact on EV purchase by the consumers and growth of EV-Market. The analysis suggests that government purchasing incentives have been effective in increasing the adoption of EVs in Indian cities, particularly in those cities with incentives and a strong charging infrastructure. However, challenges remain in terms of affordability and accessibility for lower-income households, as well as concerns around the availability of charging infrastructure in certain regions. The paper concludes with recommendations for future research and policy development, including the need for more targeted and innovative incentives, such as those focused on low-income households and public fleets. Additionally, there is a need for further investment in charging infrastructure and public education campaigns to increase awareness and understanding of the benefits of EVs.
