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An Empirical Examination of Digital Banking Adoption among Rural Consumers in Dharwad
Subject area: Management and Commerce · Area of research: Digital Banking
Abstract
Financial inclusion has garnered increased attention in recent times due to its crucial role in fostering economic growth, promoting equality, facilitating company expansion, and ensuring the sustainability of banking and financial institutions. This study seeks to comprehend the factors influencing the adoption of digital banking among rural populations, aiming to understand the effectiveness of technology in promoting financial inclusion. Employing the UTAUT Model along with additional components such as relative benefits and relative risks, the research utilized a self-administered questionnaire distributed in the rural areas of Dharwad. The collected data was then evaluated using the SPSS software. The results reveal that various factors, including performance expectations, effort expectancies, social influence, and facilitating conditions, significantly impact the intentions of rural customers to embrace digital banking. Interestingly, relative risks were found to be inconsequential in this context.
Keywords
Digital Banking, Rural Customers, Financial Inclusion
References
[1] RajeshwariShettar (2019) “Digital Banking: An Indian Perspective” Journal of Economics and Finance, Vol. 10, Issue3, PP. 1-5
[2] Rao,&ChilumuriSrinivasa. (2013, february 2013). Consumer Awareness in Rural India with special reference to E-Banking services of State Bank of India. PARIPEX - Indian Journal of Research, Volume 2, Issue 2
[3] Rullis,&Hermanis. (2011). Internet Banking Quality: Marketing Possibilities and Customers’ Loyalty. Management theory and studies for rural business and infrastructure development.
[4] Santosh. B. Potadar, H. K. (2013). Emergence of e-banking in Rural Area. ASm;s international Journal of ongoing research in management & IT
[5] Sohail, M. S., &Shanmugham, B. (2003). E-banking and customer preferences in Malaysia: An empirical investigation. Information Sciences, 150(3-4), 207-217.
How to cite this paper
@article{1705265,
author = {Tazeentaj Mahat},
title = {An Empirical Examination of Digital Banking Adoption among Rural Consumers in Dharwad},
journal = {Iconic Research And Engineering Journals},
year = {2023},
volume = {7},
number = {6},
pages = {75-79},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1705265.pdf},
abstract = {Financial inclusion has garnered increased attention in recent times due to its crucial role in fostering economic growth, promoting equality, facilitating company expansion, and ensuring the sustainability of banking and financial institutions. This study seeks to comprehend the factors influencing the adoption of digital banking among rural populations, aiming to understand the effectiveness of technology in promoting financial inclusion. Employing the UTAUT Model along with additional components such as relative benefits and relative risks, the research utilized a self-administered questionnaire distributed in the rural areas of Dharwad. The collected data was then evaluated using the SPSS software. The results reveal that various factors, including performance expectations, effort expectancies, social influence, and facilitating conditions, significantly impact the intentions of rural customers to embrace digital banking. Interestingly, relative risks were found to be inconsequential in this context.},
keywords = {Digital Banking, Rural Customers, Financial Inclusion},
month = {December},
}