DIGITAL ADOPTION STRATEGIES IN FINANCIAL SERVICES: AN EMPIRICAL INVESTIGATION OF HOW PERCEIVED USEFULNESS, TRUST, PERCEIVED RISK, AND SOCIAL INFLUENCE SHAPE CONSUMER ADOPTION BEHAVIOUR
Vaishnavi B, Dr. Catherine Rex S
Department of MBA, Saveetha Engineering College, Chennai , Tamil Nadu
Abstract
The financial sector has been changed consequentially where banks, insurance firms, payment systems, and lending institutions are increasingly moving away to digital delivery systems. The simple digital financial services have become available to hundreds of millions of people with government-sponsored initiatives, such as the Unified Payments Interface, Jan Dhan accounts and the Aadhaar-linked payment stack. The consumption and retention of these services amongst the consumers is however not even. The paper concentrates on five behavioural information, Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Trust, Perceived Risk (PR), and Social Influence (SI) and their interaction to determine the intention of the consumers to adopt the digital financial services as one of the primary managerial financial services.
The primary survey was done with 120 respondents in Chennai (March 2026) and via a structured questionnaire comprising of 20 items on a 5-point Likert scale. The reliability analysis showed that the internal consistency was high (Cronbachs Alpha: 0.780.81). The results suggest that the greatest obstacle to adoption is Perceived Risk (Mean = 3.42), Trust (Mean = 3.20, r = 0.513 with BI) is the most positive driver and Behavioural Intention has an intermediate positive correlation (Mean = 3.39). A young adult (20 to 30 years old) takes the highest share (70.6 percent) of a sample and family social influence is the most effective predictor of normativity. The results provide a viable action plan to financial institutions, fintechs, and even policy makers that are committed to ensuring that the digital adoption in the Indian market is expedited responsibly.
Keywords: Digital Adoption Strategies, Financial Services, TAM, UTAUT2, Perceived Usefulness (PU), Trust,Perceived Risk (PR), Social Influence (SI), Mobile Banking, Consumer Behaviour, Behavioural Intention, Fintech.
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EPRA International Journal of Economics, Business and Management Studies (EBMS)
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Published on : 2026-03-26
| Vol | : | 13 |
| Issue | : | 3 |
| Month | : | March |
| Year | : | 2026 |