Published Paper Details:

The rapid advancement of technology and the increasing popularity of electronic banking (e-banking) have transformed the banking industry worldwide. This study aims to investigate the acceptance of e-banking among adult customers in India, considering the unique cultural and socio-economic factors that influence their behaviour towards digital banking services. The research methodology includes a mixed-method approach, combining quantitative surveys and qualitative interviews. A sample of adult customers from various regions of India will be selected through a random sampling technique. The survey questionnaire will be designed to collect data on demographic information, e-banking usage patterns, perceived benefits and risks of e-banking, and factors influencing their acceptance. The Technology Acceptance Model (TAM) will serve as the theoretical framework for this study, exploring the factors affecting the adoption and acceptance of e-banking services. Additionally, cultural factors specific to India, such as trust, security concerns, and technological literacy, will be considered as influential variables. The data collected will be analysed using statistical techniques, including descriptive statistics, correlation analysis, and regression analysis. The qualitative data from the interviews will be analysed thematically to identify recurring themes and patterns related to e-banking acceptance. The findings of this research will contribute to the understanding of e-banking acceptance among adult customers in India and provide insights into the factors influencing their adoption behaviour. The study's outcomes will be valuable for banks and financial institutions in developing effective strategies to enhance e-banking services and increase customer satisfaction.