A NARRATIVE RESEARCH APPROACH: RURAL-URBAN DIVIDE IN TERMS OF PARTICIPATION IN DIGITAL ECONOMY IN INDIA

After two and a half years of demonetization, digitalization of the economy in forms of payments, online banking and automation using digital media powered digital economy, promises to make India an empowered society. There have been numerous incentives provided by the Indian Government directed towards achieving a digital economy. The perceptions and attitude of Indians towards this new wave of digital revolution plays a vital role. It is necessary to evaluate how Indians are participating in the digital services available. The present study aims at exploring the levels of participation and the factors which determine the various aspects of perception and knowledge of this digital economy and digitization among middle aged adults in India. The study also aims at exploring the differences in participation and perception between two genders in digitalization. Participants include eighty adults (male=40, female=40) in the age of 25-55 years, residing in the state of West Bengal, India. Data is collected using a semi-structured interviewing technique and is analyzed using content analysis. It has been found out that perception is negative in rural areas about cashless economy, participation is less due to barriers of accessibility. Men tend to use digital services more to maintain social status and women feel left out.