• Prof. (Dr.) Anil Vashisht

Over the past decade, the purchase behavior of consumers has gone through drastic changes across all the product categories that influence human life. The advent and proliferated use of IT based technology; also called digital technology has facilitated the undeniable and non reversible shift in buying-selling landscape. The increased diffusion and adaptability of technology among the population has on one hand empowered the common consumer to greater extent and has posed newer challenges for product and service providers on the other. The financial services sector in India is no exception to the said phenomena. The financial services/products based businesses have been majorly driven by the use of IT/Digital technology in recent years. This research paper focuses upon the adoption of technology during purchase behavior of consumers towards banking products/ services.

Consumer behavior, Banking services, Technology adoption, Digital banking

"Study on factors affecting adoption of technology during consumer purchase behavior towards banking services", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 3, page no.1263-1264, March-2018, Available :http://www.jetir.org/papers/JETIR1803242.pdf

"Study on factors affecting adoption of technology during consumer purchase behavior towards banking services", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 3, page no. pp1263-1264, March-2018, Available at : http://www.jetir.org/papers/JETIR1803242.pdf