Analysing the Intention towards Adoption of E-Banking among the Rural Population of India: The Moderating Role of Post-Pandemic COVID-19 Experiences

The current research explores the factors determining the introduction of e-banking among the Indian rural population, integrating both TPB and TAM models with the post-pandemic COVID-19 situation as a moderating variable. EFA, CFA, and SEM were used to analyse the data of 518 customers of the rural banks. Findings indicate that Trust is one of the strongest determinants of e-banking adoption, which is mediated by Perceived Usefulness and Ease of Use, and negatively mediated by Perceived Risk. The Trust-Attitude relationship was strengthened by post-pandemic conditions, which signify the increasing trust in digital banking. Despite being restricted to the rural regions, the research can be highly informative to banks, policymakers, and government programs to encourage the use of e-banking in rural regions.