Digital Shift

Past experiences suggest that digital innovations often struggle to gain acceptance from the Indian community, and digital banking innovations are no exception. Due to this, marketers must put special efforts to stimulate Indian consumers to accept digital banking innovations. Therefore, the instant study examines customer perceptions towards digital banking innovations and the key determinants of consumer acceptance of digital banking innovations. The data was generated from 278 respondents who reside in the Northern region of India. The collected data was analyzed using SPSS 24.0, employing Multiple Linear Regression. The study findings suggest that ease of use, security and confidentiality, and accuracy and reliability positively impact consumer intentions to embrace digital banking services. The research findings offer insights into banking institutions by highlighting customers' preferences and suggestions for digital banking improvements. This will help Indian banks better understand and meet their clients' needs.