Conceptual Development of Factors Driving Fintech Adoption by Farmers

Vandana; H.P.  Mathur

doi:10.21844/16202115103

Vandana Research Scholar, Institute of Management, Banaras Hindu University, Varanasi, India
H.P. Mathur Professor, Institute of Management, Banaras Hindu University, Varanasi, India

DOI: https://doi.org/10.21844/16202115103

Keywords: Fintech adoption and farmers, Digital payment, Digital Lending, Mobile money adoption, Fintech and agriculture

Abstract

The study aims to identify most prominent factors for fintech adoption by farmers and proposes a conceptual framework on the basis of factors identified. The study finds that perceived risk is the most dominating factor that negatively affects the intention to adopt fintech products and services by farmers globally. Perceived risk and security are the major concerns to adopt fintech services. Other dominating factors are perceived usefulness, trust, perceived ease of use, convenience and social influence. Attitude, perceived risk, perceived value and user innovativeness are the significant mediators used in the literature. Demographic factors like age, gender and experience are the major moderators that strongly affected the association between drivers of fintech and intention to use it. The study also offers a new conceptual framework to enhance adoption of fintech products and services by farmers globally.