MOBILE-BANKING PENETRATION IN RURAL INDIA: A STUDY BASED ON UTAUT-2 MODEL

Mob-banking technology is still evolving across all the world, but its spread has been uneven. We prefer to focus on factors that influence actual practice and future use intention. Through its uneven mechanical phenomena of mob-payments, India offers us with a suitable arena for analyzing citizens’ usage behavior. We try to comprehend adoption backed UTAUT-2 models in accessibility, transactional convenience, profit convenience, and post-benefit convenience as all have a significant influence on mob-banking adoption purpose. The effects of convenience dimensions on mob-banking adoption intention are moderated by perceived hedonistic and perceived utilitarian objectives. In this research trying to find out the which UTAUT-2 factor can affect the mobile banking penetration in rural India and how can improve the penetration rate in rural India and this research also propose a extra factor in UTAUT-2 model and providing the solution.The research’s findings can help banks in important elements of online convenience to order via mob-banking platforms in order to increase adoption..