Abstract
This paper explores how service reliability and transaction transparency affect trust establishing in Unified Payments Interface (UPI) payment apps, and empirically observed in Ahmedabad city. UPI has emerged as a leading platform of daily financial transactions because of the rapid growth of digital payment systems in India. It is however determined by the continued use that is heavily influenced by the trust in these applications by users. The primary data were gathered using a structured questionnaire on a survey-based descriptive research design in Ahmedabad on 70 UPI users. Correlation analysis, simple linear regression and one-way ANOVA were used to analyze the composite scores of service reliability, transaction transparency and trust formation. The results indicate that service reliability and transparency, both in the formation of trust, have weak non-significant relationships. Also, there is no significant difference in the level of trust between the age groups. The findings are that the confidence in UPI apps is institutionalized and may be likely to be inspired by wider systemic and regulatory circumstances and not the individual characteristics of services.