LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 25:6 June 2025
ISSN 1930-2940

Editors:
         Sam Mohanlal, Ph.D.
         B. Mallikarjun, Ph.D.
         A. R. Fatihi, Ph.D.
         G. Baskaran, Ph.D.
         T. Deivasigamani, Ph.D.
         Pammi Pavan Kumar, Ph.D.
         Soibam Rebika Devi, M.Sc., Ph.D.

Managing Co-Editors & Publishers: Selvi M. Bunce, M.A., Ph.D. Candidate and Nathan Mulder Bunce, M.A., Ph.D. Candidate
Published monthly in honor of M.S. Thirumalai, Ph.D. (1940-2025)

Celebrate India!
Unity in Diversity!!

HOME PAGE

Click Here for Back Issues of Language in India - From 2001

Poetic Encounter
Available in https://www.amazon.in/dp/B09TT86S4T

Poems
Naked: the honest browsings of two brown women
Available in https://www.amazon.in

Decrees
Available in https://www.amazon.com

BOOKS FOR YOU TO READ AND DOWNLOAD FREE!

REFERENCE MATERIALS

BACK ISSUES

  • E-mail your articles and book-length reports in Microsoft Word to languageinindiaUSA@gmail.com.

  • PLEASE READ THE GUIDELINES GIVEN IN HOME PAGE IMMEDIATELY AFTER THE LIST OF CONTENTS.

  • Your articles and book-length reports should be written following the APA, MLA, LSA, or IJDL Stylesheet.

  • The Editorial Board has the right to accept, reject, or suggest modifications to the articles submitted for publication, and to make suitable stylistic adjustments. High quality, academic integrity, ethics and morals are expected from the authors and discussants.

Copyright © 2025
M. S. Thirumalai

Publisher: Selvi M. Bunce, M.A., Ed.D. Candidate and Nathan Mulder Bunce, M.A., Ph.D. Candidate
11249 Oregon Circle
Bloomington, MN 55438
USA
Custom Search

Strengthening Digital Financial Inclusion: A Study of Behavioural Drivers in Rural Banking

Saurabh, Research Scholar and
Dr. Anchal Rastogi, Ph.D.

Abstract

The research looks at what encourages users to start using digital banking services in Uttar Pradesh, India by using the TAM model. PU, PEU and Trust make up the variables in the model, intended to predict Behavioural Intention (BI). To increase digital financial inclusion more rapidly, knowing these factors is key because the culture and technology in India are so varied. Data were collected from 300 customers of rural banks using a questionnaire and convenience sampling. The analysis, which used the SEM, found that all three hypotheses were confirmed. The strongest association with BI was found for PU, followed by Trust and PEU.
These results again demonstrate that adding Trust suits the TAM framework, especially in places where doubt about digital platforms is frequent. From the results, we learn that banks and policymakers should make platforms easier to use, give users a better user experience and focus on security measures to reassure users.
With these findings, future researchers will be able to study broader issues and follow how behavior changes as more individuals accept digital banking services.

Keywords:digital banking adoption, technology acceptance model (TAM), perceived usefulness, perceived ease of use, trust, behavioral intention

Introduction

The tremendous proliferation of digital technology has brought about a period of digital banking that offers customers greater accessibility, efficiency, and convenience, causing a substantial transformation in the financial services industry (Erlane K. Ghani et al. 2022). Digital banking?which encompasses digital wallets, internet banking, and mobile banking?has radically altered how people cater with financial institutions. Even though the technological infrastructure supporting digital banking is developing quickly, user adoption varies by geography and demographic. The factors that impact a person's propensity to accept digital banking services must be thoroughly understood by policymakers aiming to enhance financial inclusion through digital means as well as financial institutions looking to expand their digital footprint (Nova and Gonzolez 2023).

In the face of increasing competition, banks and financial service providers are putting a lot of effort into understanding consumer behaviour and preferences in the digital sphere (Datta and Singh 2019). One of the several theories available to explain technology adoption is the Technology Acceptance Model (TAM), which has been well-liked because of its predictability and user-friendliness (Kesharwani and Singh Bisht 2012). Perceived usefulness (PU) and perceived ease of use (PEU) are the two main criteria that define a person's behavioural intention to use a technology, according to TAM (Venkatesh 2008). PU is the degree to which a person thinks that using a certain technology would enhance their capacity to carry out daily tasks or their performance at work. According to Liu and Pu (2020), PEU, on the other hand, measures the extent a person believes using the technology will be simple. Both ideas have been empirically verified in a variety of technological contexts and remain essential components in understanding technology adoption.

Although trust is the most crucial element in identifying user intents, as financial transactions increasingly shift to digital platforms, other elements outside of PU and PEU have also gained significance. Trust has a crucial role in adoption decisions since digital banking requires the online interchange of sensitive financial and personal data (Malaquias and Hwang 2019). Trust in this sense refers to the belief that the company offering digital financial services is reliable, secure, and focused on the needs of the user. Prospective clients may be hesitant to use digital banking if they don?t have trust, regardless of how user-friendly or useful the system is seen to be (Owusu Kwateng, Osei Atiemo, and Appiah 2019). Previous research has highlighted the complex role of trust, showing that it not only influences behavioural intention directly but also lessens the effects of PU and PEU.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Saurabh, Research Scholar
School Of Management, Babu Banarasi Das University Lucknow, India
saurabhcent@gmail.com
and

Dr. Anchal Rastogi, Ph.D.
School Of Management, Babu Banarasi Das University Lucknow, India
dranchalrastogi@bbdu.ac.in
Custom Search
  • Click Here to Go to Creative Writing Section

  • Send your articles
    as an attachment
    to your e-mail to
    languageinindiaUSA@gmail.com.
  • Please ensure that your name, academic degrees, institutional affiliation and institutional address, and your e-mail address are all given in the first page of your article. Also include a declaration that your article or work submitted for publication in LANGUAGE IN INDIA is an original work by you and that you have duly acknowledged the work or works of others you used in writing your articles, etc. Remember that by maintaining academic integrity we not only do the right thing but also help the growth, development and recognition of Indian/South Asian scholarship.