A STUDY ON THE FACTORS INFLUENCING THE ADOPTION OF E-BANKING AMONG WORKING WOMEN IN SURAT CITY

This research investigates the determinants of digital banking adoption among working women in Surat City, exploring the intricate interplay of factors influencing their decisions. The study employs a quantitative research design, utilizing a sample of 92 female participants from diverse age groups, occupations, and income levels. The survey instrument demonstrates strong reliability and validity, supporting the robustness of the data collection approach. The demographic profile reveals a varied representation of working women, ensuring comprehensive insights into digital banking adoption patterns. The findings highlight the pivotal role of trust, safety, and social influence in shaping the adoption of digital banking services. Acceptance of Perceived Risk, Banking Services and Safety, and Recommendation emerge as significant determinants, emphasizing the importance of non-technological factors in decision-making. Intriguingly, Bank Marketing does not exhibit a statistically significant impact, signaling potential gaps in promotional strategies. These results offer valuable insights for financial institutions and policymakers aiming to enhance digital banking adoption among working women. Strategies should prioritize building trust through secure platforms, ensuring the safety of financial transactions, and leveraging social networks for effective recommendations. The study contributes to both academic discourse and practical implications, advancing our understanding of digital banking adoption dynamics and informing targeted interventions for a more inclusive and accessible financial landscape for working women. However, acknowledging the study's limitations, including its cross-sectional nature and regional focus, underscores the importance of future research to expand and validate these findings across diverse contexts.

               

KEYWORDS: Digital Banking Adoption, Working Women, Financial Inclusion.


DOI:

Article DOI:

DOI URL:


Download Full Paper:

Download