Factors Contributing for Adoption of E-Banking in Rural Area of Himachal Pradesh
*Dr Vijeta Sharma, **Chetna
*Assistant Professor, Department of Commerce, Himachal Pradesh University, Shimla (H.P), India.
** Research Scholar, Department of Commerce, Himachal Pradesh University, Shimla (H.P), India.
Abstract
In today’s digital age, rapid technological advancements are transforming industries worldwide, with the banking sector experiencing some of the most profound changes. As a critical pillar of economic development, banking has undergone a major shift through the integration of electronic banking (e-banking), fundamentally altering how financial services are delivered and accessed. In India, the adoption of e-banking reflects this global trend, offering not only enhanced convenience and operational efficiency but also expanding the reach of financial services to previously unbanked and underbanked populations. The increasing penetration of the internet, declining costs of smartphones and digital devices, and rising digital literacy have collectively accelerated the growth of e-banking across urban and rural regions. E-banking enables seamless, real-time access to financial services, reduces dependency on physical branches, and supports the broader agenda of financial inclusion. Moreover, the digital infrastructure developed under government initiatives and regulatory support has further strengthened the e-banking ecosystem. This study examines the complex factors influencing rural customers' perceptions and uptake of e-banking in Himachal Pradesh, utilizing data from a substantial sample of 360 respondents in Shimla, Mandi, and Solan. The empirical findings reveal seven critical factors—efficiency, responsiveness, privacy and security, customer service, reliability, convenience, and accuracy—that collectively shape user engagement and confidence in digital banking environments. Among these factors, privacy and security concerns exert the most significant influence, whereas promotional outreach has minimal impact. The study emphasizes the necessity for financial institutions to strengthen cybersecurity measures, improve digital banking platforms, and increase service dependability to facilitate smooth adoption. Moreover, focused financial literacy programs and effective consumer awareness efforts are crucial for alleviating concerns, fostering digital trust, and expediting the shift towards a technologically integrated and financially empowered rural economy.
Key Words: E-banking, financial inclusion, Privacy and security, Digital trust, financial literacy, Cybersecurity
