“ANTECEDANTS AND BARRIERS OF DIGITAL BANKING ADOPTION AND INTENTION TO USE”

The Rapid Evolution of digital banking has completely changed the financial industry by increasing the speed, accessibility, and use of banking services.This study investigates how elements like ease of use, trustworthiness, convenience, customer service, and ease of use affect people's intentions to utilize digital financial services.Structured questionnaires were used to gather data from a sample of online bank customers, and ANOVA, regression, and correlation analysis were used for analysis.The findings show a significant positive, and statistically significant relationship between the intention to adopt digital banking and perceived usefulness and ease of use.Convenience and trust were also found to be important indicators of usage behavior, highlighting the need of a secure, simple, and accessible online banking experience.Customer service, on the other hand, had a lesser relationship with trust and intention to use, suggesting that banks should enhance their responsiveness in providing services on digital platforms.Additionally, it was discovered that demographic variables including age, gender, and marital status had no discernible effect on digital adoption, indicating that considerations relating to technology are the primary drivers behind behavior.In order to boost adoption rates, it is advised that Bank should concentrate on improving the user experience through app redesign, fostering consumer trust through enhanced security measures, and ensuring real-time, individualized support.This study provides valuable insights into the critical antecedents of digital banking adoption and offers practical recommendations for enhancing customer engagement and satisfaction in the digital era.