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Acceptance of digital payments among rural retailers in India

Author

Listed:
  • Koul, Surabhi

    (Assistant Professor of Marketing, School of Business Management at NMIMS, Navi Mumbai)

  • Singh Jasrotia, Sahil

    (Assistant Professor of Marketing, Jaipuria Institute of Management, Indore, India)

  • Govind Mishra, Hari

    (Associate Professor, SMVD University, India)

Abstract

The growing acceptance of digital payment instruments among rural retailers in India has significantly enhanced people’s livelihoods, and represents a positive step in the country’s journey to being a cashless economy. This paper uses the technology acceptance model as a theoretical platform to understand better the drivers of these developments. The study concludes that retailers consider it risky not to accept digital payment modes at the point of purchase as they fear losing customers if they do not.

Suggested Citation

  • Koul, Surabhi & Singh Jasrotia, Sahil & Govind Mishra, Hari, 2021. "Acceptance of digital payments among rural retailers in India," Journal of Payments Strategy & Systems, Henry Stewart Publications, vol. 15(2), pages 201-213, June.
    • Handle: RePEc:aza:jpss00:y:2021:v:15:i:2:p:201-213
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    More about this item

    Keywords

    digital payments; rural retailers; structural equational modelling; technology acceptance;
    All these keywords.

    JEL classification:

    • G2 - Financial Economics - - Financial Institutions and Services
    • E5 - Macroeconomics and Monetary Economics - - Monetary Policy, Central Banking, and the Supply of Money and Credit

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