Factors Influencing the Adoption of Internet Banking among Rural Women Customers: The Role of Security, Privacy, and Innovation

The rapid advancement of digital technologies has significantly transformed the banking industry, making internet banking one of the most convenient and efficient channels for delivering financial services. In India, government initiatives such as Digital India, Pradhan Mantri Jan Dhan Yojana (PMJDY), Unified Payments Interface (UPI), and the increasing penetration of smartphones have accelerated the adoption of digital banking. Despite these developments, internet banking adoption among rural women customers remains comparatively low due to various technological, social, and psychological barriers. The present study examined the influence of security and privacy and innovation on the adoption of internet banking among rural women customers. The findings indicate that both factors play a significant role in shaping customers' willingness to adopt internet banking services. These findings are consistent with the Technology Acceptance Model (TAM), Diffusion of Innovation Theory (DOI), and Trust Theory, which suggest that perceived security, trust, usefulness, and innovation positively influence customers' behavioural intentions toward technology adoption. Overall, the study contributes to the growing body of literature on digital financial inclusion by focusing specifically on rural women customers—a population that has received comparatively less attention in previous research. The study demonstrates that improving security, protecting customer privacy, and introducing innovative banking services can significantly increase internet banking adoption, thereby promoting financial empowerment, reducing the digital divide, and supporting inclusive economic development in rural India.

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