Analysing the Influence of Demographic Factors on Digital Banking Adoption: A Behavioural Perspective (KEY IJP************929)

• Josna Shaji,Dr. R. Sakthivel

Abstract

Digital banking, including online banking, is a gradual shift from traditional banking methods. It uses web-based services, process automation, and APIs to provide financial products and streamline transactions, with financial data accessible through automated devices. The study identifies a research gap in digital banking adoption, highlighting factors like perceived security, trust, social influence, and simplicity. Existing research often focuses on a single factor or demographic, overlooking cultural and economic contexts. Additionally, long-term client retention strategies remain underexplored. To address this gap, the study aimed to assess the impact of demographic factors on customer adoption of digital banking, providing insights into how occupation, education, and age influence digital banking usage and engagement. The study surveys 120 respondents in Bangalore using a structured questionnaire and statistical analysis to assess digital banking adoption, satisfaction, convenience, and cybersecurity concerns through stratified random sampling. The study analyzed demographic factors influencing digital banking adoption, highlighting occupation as a key determinant. Most respondents were young, highly educated individuals. Regression analysis showed occupation significantly impacts adoption, with students and professionals prioritizing convenience and accessibility. Findings suggest financial institutions should tailor digital banking services to different user groups for improved adoption and satisfaction.