MODELING BEHAVIORAL INTENTION TO USE E-WALLETS IN RURAL HARYANA: AN EXTENDED UTAUT2 PERSPECTIVE

DOI: doi.org/10.5281/zenodo.19397427

Authors:

Uneeti, Vinod Kumar Bishnoi

Keywords:

Behavioral Intention, E-wallet, UTAUT2, Perceived Incentives, Social Influence, Perceived Security, Rural Fintech

Abstract:

This research models the behavioral intention to use e-wallets among rural consumers in Haryana, using an extended version of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). With the rapid digitalization of financial services in India, especially following demonetization and initiatives like Digital India and Aadhaar, understanding the determinants of e-wallet usage in rural settings has become critical. The study specifically examines the influence of three constructs - perceived incentives, perceived security, and social influence, on behavioral intention. Based on a cross-sectional survey of 549 rural respondents and analyzed using Structural Equation Modeling (SEM), the findings reveal that all three variables significantly impact behavioral intention, with social influence being the most dominant factor. The study confirms that rural adoption is shaped more by interpersonal trust and perceived safety than by technical convenience alone. These insights provide empirical support for contextual adaptations of UTAUT2 and offer actionable guidance for fintech providers and policymakers working to strengthen digital financial inclusion in rural India.

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