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Original Research | Business and Finance | Volume 15 Issue 7, July 2026 | Pages: 976 - 981 | India
Determinants of Digital Transaction Frequency among Semi-Urban Consumers in Rajasthan: Evidence from a 150-Respondent Survey
Abstract: India's digital payment ecosystem has expanded rapidly; however, regular consumer usage remains uneven despite widespread access. This study investigates the determinants of digital transaction frequency among 150 semi-urban consumers from four districts of Rajasthan using a structured questionnaire administered between January and March 2026. Descriptive statistics, chi-square analysis, and exploratory binary logistic regression were employed. While smartphone ownership and UPI adoption exceeded 96%, only 54.7% of respondents conducted digital transactions at least weekly. UPI as the primary payment channel and mobile banking usage significantly increased the likelihood of frequent transactions, whereas higher age was associated with lower transaction frequency. Internet banking exhibited a negative association with routine retail transactions, suggesting differences in channel usage rather than reduced digital adoption. The findings indicate that improving active digital engagement requires age-sensitive support, practical digital financial literacy, and greater alignment between digital channels and consumer needs. Owing to purposive sampling and geographical concentration, the findings should be interpreted as exploratory rather than representative of the wider population.
Keywords: Digital banking, Digital payments, Unified Payments Interface (UPI), Financial inclusion, Consumer behaviour, Digital financial literacy, Rajasthan, Transaction frequency
How to Cite?: Rahul Kukreja, "Determinants of Digital Transaction Frequency among Semi-Urban Consumers in Rajasthan: Evidence from a 150-Respondent Survey", Volume 15 Issue 7, July 2026, International Journal of Science and Research (IJSR), Pages: 976-981, https://www.ijsr.net/getabstract.php?paperid=MR26712103822, DOI: https://dx.doi.org/10.21275/MR26712103822