Attitude and intention to adopt FinTech services by Indian rural households

Title

Attitude and intention to adopt FinTech services by Indian rural households

Creator

Suresh, G.; Zimik, Michael Yuivamung; Kumara, R. Naveen; Prakash, M.

Description

FinTech has been a game changer for many business players. Due to financial technology, there is a paradigm shift in how finance-oriented companies operate today. The study aims to identify the factors driving FinTech adoption amongst rural households. A questionnaire with five points Likert scale has been used for data collection. The technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) are used for this study. The study found that factors such as perceived trust, perceived usefulness and perceived risk have a major say in adopting FinTech services. The study is a breakthrough for FinTech companies in identifying factors that induce rural users to adopt FinTech. The study helps to improve the existing FinTech apps to attract and tap the rural segments by focusing on these aspects. Copyright 2026 Inderscience Enterprises Ltd.

Source

International Journal of Business Innovation and Research;Volume;39;Issue;2;pp.161-179

Date

01-01-2026

Publisher

Inderscience Publishers

Subject

behavioural intention; BI; FinTech; PEOU; perceived ease of use; perceived trust; perceived usefulness; PT; PU; TAM; technology acceptance model

Coverage

Suresh G., Symbiosis Institute of Business Management, Symbiosis International (Deemed to be University), Bengaluru, India; Zimik M.Y., Department of Commerce, CHRIST University, Karnataka, Bangalore, 560029, India; Kumara R.N., Department of Commerce, CHRIST University, Karnataka, Bangalore, 560029, India; Prakash M., Department of Commerce, CHRIST University, Karnataka, Bangalore, 560029, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISSN: 17510252;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.1504/IJBIR.2026.152078

https://www.scopus.com/pages/publications/105032249418?origin=resultslist