Perceived ESG, Accessibility, and Technology Acceptance: An Empirical Study of Online Banking Adoption in Post-Pandemic India

This study examines the key factors influencing online banking adoption in India in the post-COVID-19 period. Building on the Technology Acceptance Model (TAM), the research integrates traditional factors—perceived ease of use (PEOU), accessibility (ABS), and reliability of the banking system (RBS)—with a novel construct, perceived environmental, social, and governance performance of banks (PESGB). Data were collected through a structured questionnaire administered to Indian banking customers, and the proposed model was tested using covariance-based structural equation modeling (CB-SEM). The results demonstrate that PEOU, ABS, and PESGB significantly and positively influence customers’ intention to adopt online banking, whereas RBS does not show a significant effect. These findings suggest that in the post-pandemic era, customers prioritize usability, accessibility, and sustainability over traditional concerns of reliability. The study contributes to the extension of TAM by incorporating ESG considerations and offers practical implications for banks to enhance digital adoption by promoting user-friendly services and aligning digital transformation strategies with sustainability commitments.