ISSN: 2222-6990
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Digital payment technologies have rapidly evolved in recent years, yet their adoption in rural areas remains limited due to infrastructural constraints, cultural practices, and social influences. Existing research has predominantly focused on urban or formal sectors, leaving a gap in understanding the unique factors shaping digital payment adoption in rural communities. This study addresses that gap by proposing a conceptual framework grounded in the Diffusion of Innovation (DOI) theory to explore the adoption of digital payment systems in rural contexts through a qualitative lens. Drawing from a comparative analysis of three widely used adoption models—Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and DOI—the study identifies DOI as the most contextually appropriate. DOI’s emphasis on communication patterns, social systems, and innovation attributes makes it particularly suitable for rural environments. The proposed framework aims to guide future qualitative research by capturing how rural users experience, interpret, and respond to digital payment innovations. By situating adoption within local social realities, the framework supports the development of inclusive strategies tailored to rural communities and contributes to the promotion of digital financial inclusion in these settings.
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