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<p>Digital financial inclusion is a crucial instrument for promoting economic growth and reducing poverty. While some studies have identified a deviation between rural residents’ intentions and their actual acceptance of the digital financial services (DFS), the reasons remain understudied. To address this gap, our study surveyed 1284 rural households in Jiangsu Province, China, examining their psychological perceptions, external environment factors, and personal characteristics. It was shown that 54.43% of respondents exhibited this deviation issue. Using logistic regression analysis, we found that this deviation positively relates to risk aversion, product awareness, anchoring effect, rural financial products, technical guidance, and household size; conversely, it negatively relates to herd behavior, policy publicity intensity, age, education level, annual income, and the proportion of agricultural income. Further analysis using an interpretive structural model revealed that the rural residents’ acceptance of DFS is primarily influenced by available financial products and secondarily by herd behavior and policy implementation. Education level and agricultural income share emerge as fundamental factors that influence residents’ intentions through their impact on annual income. These findings provide insights for policymakers promoting DFS adoption in rural areas.</p>

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Deviation Factors Affecting Rural Residents’ Behavior and Intention to Accept Digital Financial Services: A Study in Jiangsu Province, China

  • 期刊论文

  • 发表日期：

    2025年3月12日

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  • Yiyin Zheng,
  • Junlin He

摘要

Digital financial inclusion is a crucial instrument for promoting economic growth and reducing poverty. While some studies have identified a deviation between rural residents’ intentions and their actual acceptance of the digital financial services (DFS), the reasons remain understudied. To address this gap, our study surveyed 1284 rural households in Jiangsu Province, China, examining their psychological perceptions, external environment factors, and personal characteristics. It was shown that 54.43% of respondents exhibited this deviation issue. Using logistic regression analysis, we found that this deviation positively relates to risk aversion, product awareness, anchoring effect, rural financial products, technical guidance, and household size; conversely, it negatively relates to herd behavior, policy publicity intensity, age, education level, annual income, and the proportion of agricultural income. Further analysis using an interpretive structural model revealed that the rural residents’ acceptance of DFS is primarily influenced by available financial products and secondarily by herd behavior and policy implementation. Education level and agricultural income share emerge as fundamental factors that influence residents’ intentions through their impact on annual income. These findings provide insights for policymakers promoting DFS adoption in rural areas.