Understanding Sustainable Fintech Adoption Across Generations in Pakistan

Abstract

This study looks into the factors influencing a person's decision to adopt financial technology. This study integrates and extends the TAM model to examine customer behavioral changes toward technological acceptance. This study examines the impact of intention to use as a dependent variable and the link between perceived ease of use and perceived usefulness and intention to use fintech in Pakistan. Furthermore, this study examines the moderating effect of perceived risk on the said relationships. This study used a quantitative research technique and acquired data using a cross-sectional design. The study surveyed Pakistani millennials and Generation Z. Google forms were used to disseminate questionnaires to bank customers in all four provinces of Pakistan. The study used Smart PLS software to test and confirm the idea. The study indicates a significant relationship between perceived ease of use, perceived usefulness, and intention to use fintech. In addition to direct relationships, perceived risk strongly moderates perceived ease of use, intention to use, perceived usefulness, and intention to use. This study contributes to the literature by combining extending TAM and analyzing its factors among Pakistani millennials. Generation Z., The study's conclusions, have ramifications for companies considering implementing both fintech products and service providers, as well as inspiring the Pakistani government to expand fintech adoption.