Consumer Adoption of Digital Public Infrastructure: An Empirical Study of India Stack Services

Abstract

This paper examines what drives consumers to adopt India Stack, a large digital public infrastructure that supports identity verification, paperless documentation, cashless payments, and consent-based data exchange. Using the Unified Theory of Acceptance and Use of Technology (UTAUT), the study assesses how performance expectancy, effort expectancy, social influence, facilitating conditions, and basic awareness shape intention and actual usage. Primary data were collected through a survey of 216 Indian respondents familiar with at least one India Stack service. Multiple linear and moderated regressions were used to test the proposed relationships. Performance Expectancy emerged as the strongest predictor of Intention, while Intention was the main driver of Actual Usage. Facilitating Conditions showed the strongest direct link with Actual Usage, especially among lower-income and rural users, pointing to digital access barriers. Social Influence was particularly relevant for female respondents. The results highlight the need for targeted infrastructure support and inclusive communication strategies.