CONSUMER AWARENESS AND ITS IMPACT ON BEHAVIOUR INTENTION TOWARDS CASHLESS TRANSACTION

Abstract

This study aims to analyze the adoption and perception of digital banking in India, with a specific focus on cashless transactions post the 2016 demonetization event. Using a sample of 485 respondents from the Tiruvandrum district in Kerala, the study employs Confirmatory Factor Analysis, Structural Equation Modeling, along with Mediation and Moderation methods for analysis. The research identifies several barriers to the adoption of digital banking, including security concerns and limited internet access, particularly in underdeveloped regions. The study concludes by offering targeted suggestions for increasing the adoption rates of digital banking services, which include improvements in security measures, consumer education, and infrastructure development.

Key Words: Cashless transaction, Awareness, Behaviour Intention and Usage level.