Digitalization has helped businesses transform by taking advantage of opportunities to advance in the market competition by adopting different kinds of new technology, and the banking industry is no exception. The rural banks in Cuenca are still on the onset of slowly adopting digitalization in its banking practice and have not adopted online banking yet despite being in the market for quite some time. To assist one of these rural banks, this study determined the factors affecting consumers intention to use online banking as well as the moderating effect of demographic profile. A total of 138 respondents are selected through the convenience sampling method, and the collected data are examined using multiple linear regression and moderation analysis. Findings show that perceived usefulness, trust, and convenience significantly affect intention to use online banking. Conversely, perceived ease of use and perceived risk do not significantly affect intention to use online banking. Furthermore, the demographic profile, particularly age, sex, and monthly income, shows no significant moderation between the independent and dependent variables. The intervention program from this study is a marketing campaign to build consumers trust and educate them on the usefulness and convenience of online banking that will lead to strengthening their desire to make full use of online banking.

Digitalization

Online banking

Intention to use

Perceived usefulness

Perceived ease of use

Perceived risk

Trust

Convenience