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Acceptance of digital payments among rural retailers in India
The growing acceptance of digital payment instruments among rural retailers in India has significantly enhanced people’s livelihoods, and represents a positive step in the country’s journey to being a cashless economy. This paper uses the technology acceptance model as a theoretical platform to understand better the drivers of these developments. The study concludes that retailers consider it risky not to accept digital payment modes at the point of purchase as they fear losing customers if they do not.
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Surabhi Koul is an Assistant Professor of Marketing at the Narsee Monjee Institute of Management Studies, School of Business Management. Her research interests focus on retailing, consumer behaviour and channel management. She has a PhD in marketing and her work has been published in various national and international journals.
Sahil Singh Jasrotia is an Assistant Professor of Marketing at the Jaipuria Institute of Management, Indore. His research interests focus on channel management, consumer behaviour, tourism management and channel choice behaviour. He completed his PhD studies at Shri Mata Vaishno Devi University, Katra, Jammu, India. His work has been published in various national and international journals.
Hari Govind Mishra is an Associate Professor of Marketing at Shri Mata Vaishno Devi University. He has more than 15 years of teaching experience in the area of marketing. His teaching interests include consumer behaviour, digital marketing and social media marketing. His work has been published in many national and international journals.