Purpose

The aim of this research is to investigate the factors influencing the adoption of digital payments by the semi-rural women in India.

Design/methodology/approach

The study extended the factors of unified theory of acceptance and use of technology UTAUT-2, with perceived credibility and self-determination theory to understand the use behaviour of the rural Indian women. The study checked the mediating role of some constructs besides testing the direct relationship. The study was conducted in the rural parts of the adjoining areas of Delhi, where the women from different states, education and financial background live. The research model was empirically tested on 568 respondents using structural equation modelling (SEM) technique.

Findings

The research model was able to explain 72.6% variance in the user behaviour variable. Effort expectancy, habit, facilitating conditions as well as perceived competence emerged out to be significant determinants of use behaviour. Besides these direct relationships, two constructs, habit as well as facilitating conditions were found to partially mediate the relationship between behavioural intention and behaviour.

Originality/value

This study provides some very critical clues for the companies providing digital payment services, by highlighting the significant factors explaining the technology adoption by semi-rural women. The companies must devise suitable marketing strategies to inculcate trust in mind of perspective customers towards their companies as well as the service provided by them. The role of simple digital platform, that is easy to learn and use, is also an important element in determining the technology adoption.

中文翻译：

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影响半农村印度妇女采用数字支付的因素：UTAUT-2 与自决理论和感知可信度的扩展

目的

本研究的目的是调查影响印度半农村妇女采用数字支付的因素。

设计/方法/方法

该研究扩展了UTAUT-2技术接受和使用统一理论的因素，以感知可信度和自我决定理论来了解印度农村妇女的使用行为。除了测试直接关系外，该研究还检查了一些结构的中介作用。该研究是在德里毗邻地区的农村地区进行的，这些地区的妇女来自不同的州、教育和经济背景。该研究模型使用结构方程模型 (SEM) 技术对 568 名受访者进行了实证测试。

发现

该研究模型能够解释用户行为变量中 72.6% 的方差。努力预期、习惯、便利条件以及感知能力成为使用行为的重要决定因素。除了这些直接关系之外，还发现习惯和促进条件这两个结构部分地调节了行为意图和行为之间的关系。

原创性/价值

这项研究通过强调解释半农村妇女采用技术的重要因素，为提供数字支付服务的公司提供了一些非常重要的线索。公司必须设计合适的营销策略，以在有远见的客户心中灌输对公司及其提供的服务的信任。易于学习和使用的简单数字平台的作用也是决定技术采用的重要因素。