Article
Prioritizing Key Success Factors for the Integration of Digital Financial Literacy among Rural Women Entrepreneurs: An AHP Approach
Purpose: The purpose of this study is to identify and prioritize the key success factors influencing the integration of digital financial literacy among rural women entrepreneurs. The research aims to develop a structured framework that supports effective adoption and sustained use of digital financial services, thereby enhancing entrepreneurial participation and financial inclusion.
Design/Methodology/Approach: The study employs a Multi-Criteria Decision-Making (MCDM) approach using the Analytic Hierarchy Process (AHP) to systematically evaluate and prioritize the identified success factors. Expert judgments were collected through structured pairwise comparisons from academicians, financial inclusion professionals, and practitioners involved in rural entrepreneurship and digital finance.
Findings: The results reveal that Access to Digital Infrastructure, Digital Financial Literacy Training, and Access to Financial Products are the most influential factors driving effective integration of digital financial literacy among rural women entrepreneurs. Factors such as Awareness campaigns and Local Community Support play a moderate role, while Government Policy Support, Institutional Support, and Social Support exert a comparatively indirect influence.
Implications: The findings provide practical insights for policymakers, financial institutions, and development agencies to design targeted and resource-efficient digital financial literacy interventions focused on high-impact drivers.
Originality: This study offers a novel prioritization-based framework for digital financial literacy integration among rural women entrepreneurs using AHP, contributing actionable insights beyond descriptive analyses.