Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Role of Women In Micro or Unorganised Entreprises by the use of Fin-Tech for Sustainable Development India and Effect of Digital and Financial Awareness: Investigation of the Relation with (Utaut) Model

Author(s): Ashish Kumar, Mitu Mandal and Uma Shankar Yadav

When the whole world is transforming toward Cashless or digital transactions and the worldwide use of digital technology applications. Then a contactless transaction emerged as the main source during the COVID-19 period. This has changed the thinking of the population and small and medium enterprises started to use Fin-Tech for sustainable development, which has been widely used by people around the world for transactions and other economic and financial demands, was in a similar situation. Although there is a dearth of study that takes into account these types of information from both the developing world and India. As discussed in SDG 8, SDG 3, and SDG 10 B, micro entreprises are essential to achieving sustainable development goals (SDG) by involving women. However, some studies suggested that the Unified Household Acceptance and Use of Technology (UTAUT) Model, as used in developed countries BHIM (Bharat interface money) app in India and PayPal in the USA, served as the foundation for the preference for mobile payment methods and Financial technology uses in developing countries to uplift women working in small and medium enterprises. Therefore, this study has been prepared methodically to link the utilization of fin-tech (financial technology) on the eve of COVID-19 with the fin-tech awareness of SME sector females from Generation Y. The UTAUT model was used to design this connection, and data from married women in the SME sector between the ages of twenty-four and thirty-five were gathered. Results were examined using SMART-PLS, which revealed a substantial correlation between the UTAUT model of sustainable development and the literacy of Fin-tech of household females in developing nations, including India. However, there isn't much of a connection between SDG and the use of Fin-Tech in the Micro and unorgarinsed sector and the overall UTAUT paradigm. The objective of this study to uncover the effect of COVID-19 on the use of Financial technology and the role of MSMEs for Sustainable development goal in developing countries including India.

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