Abstract: Digital payments have revolutionised India’s financial ecosystem; however, adoption levels in rural regions remain inconsistent despite major government drives such as Unified Payments Interface (UPI) and Pradhan Mantri Jan Dhan Yojana (PMJDY). This empirical study investigates the perceptions and key drivers of digital payment adoption among 480 rural respondents selected from East and West Godavari districts of Andhra Pradesh. Employing a structured questionnaire and a mixed-methods design, the research extends the Unified Theory of Acceptance and Use of Technology (UTAUT) by incorporating perceived security, customer support.......
Keywords: digital payments, rural adoption, customer perception, UTAUT, perceived security, technology self-efficacy, Andhra Pradesh.
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