Adoption of Digital Innovations in Rural Banking of Vellore District: Based on UTAUT Model

B Lavanya, A. Rajkumar · 2024 · International Research Journal of Multidisciplinary Scope

Summary. This study examines why rural bank customers in Vellore District adopt digital banking innovations like mobile apps and digital wallets. Using the UTAUT model with 525 rural respondents, the researchers found that customers embrace these technologies primarily because they make banking easier and faster. Performance expectancy, effort expectancy, facilitating conditions, social influence, and security all positively influence adoption decisions.

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@article{lavanya-2024-adoption-digital-innovations-rural-banking,
  title   = {Adoption of Digital Innovations in Rural Banking of Vellore District: Based on UTAUT Model},
  author  = {B Lavanya and A. Rajkumar},
  journal = {International Research Journal of Multidisciplinary Scope},
  year    = {2024},
  doi     = {10.47857/irjms.2024.v05i01.0204},
  url     = {https://doi.org/10.47857/irjms.2024.v05i01.0204}
}

TY  - JOUR
TI  - Adoption of Digital Innovations in Rural Banking of Vellore District: Based on UTAUT Model
AU  - B Lavanya
AU  - A. Rajkumar
JO  - International Research Journal of Multidisciplinary Scope
PY  - 2024
DO  - 10.47857/irjms.2024.v05i01.0204
UR  - https://doi.org/10.47857/irjms.2024.v05i01.0204
ER  - 

Details

DOI

10.47857/irjms.2024.v05i01.0204

Countries

India

Regions

Asia

Categories

broadband-and-digital, innovation-theory

Added

2026-04-28