Determinants of Mobile Banking Adoption in Rural Gujarat: Evidence from Performance and Effort Expectancy

This research is looking into how rural Gujarat people adopt mobile banking, specially focusing on the roles of performance and effort expectancies. The research is founded essentially by the technology acceptance models where it examines the perceptions and various behavior of the users. What we have learned through the litterature review of diverse settings(insights) give us a lot of different setups which underline the importance of ensuring that technology is matched to what the user really needs, considering their socio-economic backgrounds. We adopted a quantitative method with the Confirmatory Factor Analysis and a Structural Equation Model to recognize the level of effectiveness of the measurement model itself. The results found that there is an intervening factor of socio-economic factors between expectancy of effort and expectancy of performance that eventually influences perception and adoption rates of the users. The research is making valuable contributions towards the promotion of inclusive financial solutions in rural areas where the socio-economic backgrounds of the rural populations are diverse. We are encouraging future studies to possibly study the qualitative approaches and other contextual aspects.