The Emergence of e-Banking Adoption by Rural Banking Customers: Evidence from Tamil Nadu

Abstract

The usage of electronic banking is becoming more common in their daily lives. However, customers believe that using e-banking should be very easy to operate, without too many technological procedures. E-banking act as a inevitable activity in current financial scenario. It provides convenient way of banking for 24x7 with a lower transactional cost.. The objective of this research is to find out the behavioural intention to accept e-banking among rural Tamil Nadu. The research was carried out through online among the 230 respondents for hypotheses testing. There are five variables from extended UTAUT framework which influence the behaviour intention to adopt e-banking were included in the recommended model. The percentage analysis as well as Partial Least Squares- Structural Equation Modelling technique, commonly known as PLS-SEM were utilised to validating this research. This study found that effort expectancy followed by performance expectancy and social influence have a positive impact on e-banking adoption among the rural banking customers Tamil Nadu. The research will provide the understanding about the key factors that affect e-banking adoption among the rural banking customers Tamil Nadu.