Gyan Management

A Comparative Study of Factors Influencing Behavioural Intention Towards Mobile Banking Adoption Between Rural and Urban Adopters in Punjab

Charvy Narang¹

First Published 6 Jul 2026. https://doi.org/10.1177/09747621261458051

Article Information

Volume 20, Issue 2 July 2026

Corresponding Author:

Charvy Narang, Research Scholar, Punjab Agricultural University, Ludhiana, Punjab 141004, India.
Email: charvynarang05@gmail.com

¹Punjab Agricultural University, Ludhiana, Punjab, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.

Abstract

Banking sector is the backbone of the Indian financial system. Banking plays a predominant role in financial inclusion in every economy. The Indian banking sector has undergone a drastic change over the years. Mobile banking is one such innovation that is changing the landscape of the Indian financial system. The study employed an extended UTAUT2 model to determine a comparative study of factors influencing behavioural intention towards adoption of mobile banking in rural and urban users. Significant structural differences between rural and urban respondents were found for structural relationships, namely attitude → behavioural intention, habit → user behaviour and trust → behavioural intention.

Keywords

Mobile, banking, UTAUT2, behavioural, intention

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