Abstract
The study looks into the disparities in rural customers' digital banking usage. The purpose is to examine rural consumers' adoption of digital banking services and their intention to continue using the same. The research appraised the foundational theoretical concepts and model employed in this study by integrating well-established and validated multidimensional scales derived from previous scholarly investigations. To examine, a survey approach was adopted, involving a sample of 360 bank customers. Structural equation modeling (SEM) was conducted utilizing AMOS 28.0. The resulting theoretical framework comprises four distinct constructs, namely perceived usefulness (PU), perceived ease of use (PEOU), intention to use (IU), user satisfaction (US), and user trust (UT). The outcome of the study state the development of a secure digital banking infrastructure. Additionally, the research introduces the trust based technology acceptance model, that offers a distinct perspective on digital banking acceptance compared to previous studies. The study's outcomes will enhance understanding of India's digital banking landscape for stakeholders such as government, scholars, and industry professionals. The findings will further guide strategic efforts to promote widespread adoption and use of digital banking services in the nation. Notably, the scarcity of research on obstacles to rural sectors’ digital banking implementation remains unsolved.
JEL Codes: M1, M15