Abstract: This study has been undertaken to investigate the determinants While India has witnessed a digital revolution, a significant "trust deficit" persists in rural hinterlands. In Bidar District, despite high smartphone penetration and the ubiquity of UPI payments, the transition from traditional brick-and-mortar commerce to digital marketplaces remains uneven. This study investigates the psychological and structural determinants that shape trust among rural consumers in this border district of North Karnataka.
Prithviraj (2026) studied this question.