Acceptance of digital payments among rural retailers in India

Surabhi Koul, Sahil Singh Jasrotia and Hari Govind Mishra
Additional contact information
Surabhi Koul: Assistant Professor of Marketing, School of Business Management at NMIMS, Navi Mumbai
Sahil Singh Jasrotia: Assistant Professor of Marketing, Jaipuria Institute of Management, Indore, India
Hari Govind Mishra: Associate Professor, SMVD University, India

Journal of Payments Strategy & Systems, 2021, vol. 15, issue 2, 201-213

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.

Keywords: digital payments; rural retailers; structural equational modelling; technology acceptance (search for similar items in EconPapers)
JEL-codes: E5 G2 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6316/download/ (application/pdf)
https://hstalks.com/article/6316/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jpss00:y:2021:v:15:i:2:p:201-213

Access Statistics for this article

More articles in Journal of Payments Strategy & Systems from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().