The Indian Digital Lending Market: Motivations from a Socio Demographic Perspective

Abstract: This study aims to evaluate the influence of demographic variables on persons' attitudes and perceptions regarding digital lending. The individuals comprising the sample are those who are now utilising digital lending services. Previous research has mostly focused on moderating variables, such as gender, age, education and income. The study found age, education, income, and marital status as the most important moderating variables. However, the factors of gender, employment, and marital status did not show any noticeable moderating influence. The findings imply that demographic characteristics strongly impact user opinions on digital lending, especially in circumstances when the adoption of these services is limited. To optimize the use of their services, digital lending platforms should provide applications that are user-friendly, convenient, secure, and efficient. In addition, it is advisable to prioritise the attraction of female and elderly clientele, and develop tailored services to cater to the special demands of different demographic segments. Keywords: Digital Lending, Attitude, socio demographic variables, Moderating effect, Regression analysis