Digital Trust and Fintech Adoption: Urban – Rural Insights from Jaysingpur Region
Dr.Sandeep Krishnat Raval
M.A.,M.Phil.,Ph.D.,NET JRF,PGDCG,PGDFT., Associate Professor, H.O.D. Dept.of Economics, Smt .G.K.G.Kanya Mahavidyalaya Jaysingpur
Shivaji University, Kolhapur
Mob No.-9890933132
Abstract: The study is based on 200 respondents from Jaysingpur city and its surrounding rural areas, which aims to study digital banking, Fintech services, and consumer trust in digital transactions. According to the data obtained from the primary survey, the highest number of consumers use Fintech apps (35%), while only 20% use traditional bank branches. Trust in digital transactions determines the acceptance of services by consumers; adoption is higher among consumers with high trust. Security and privacy are top priorities for consumers. Collaboration between banks and Fintech firms is supported by 65% of consumers. Secondary data analysis shows that the Fintech market in India is expected to grow rapidly between 2024 and 2029, with both the number of UPI transactions and digital adoption among MSMEs increasing. The study found that the Urban-Rural digital divide, consumer trust, security, and use of digital tools in the MSME sector are important factors for improving Fintech adoption. The findings will be useful for banks, Fintech firms, and policymakers.
Keywords: Digital Banking, Fintech Adoption, Digital trust, UPI Transaction
DOI link – https://doi.org/10.69758/GIMRJ/2509I9VXIIIP0015
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