Acceptance of FinTech services by university women

2.1 Background on FinTech adoption factors by women

Previous studies on the factors that influence the behavioral intention to adopt FinTech from the perspective of women have applied models such as the Technological Acceptance Model (TAM) (Setiawan et al., 2023). It was proposed by Davis (1989) and has become a more applied analytical and representative model for understanding the systematic adoption of emerging technologies (J. S. Wang, 2021). The model was created to explain the effects of perceived ease of use, perceived usefulness, and attitude factors on consumer behavioral intentions (Tat Huei et al., 2018).

As Amnas et al. (2025) point out, TAM has undergone numerous extensions and adjustments over time to incorporate new factors, enabling a more precise understanding of the determinants of technology acceptance. Thanks to this evolution, TAM has established itself as one of the most widely used theoretical frameworks for predicting the adoption of various innovations. In particular, its explanatory power has made it a key reference for analyzing user acceptance of FinTech services, as it allows us to anticipate how individual perceptions influence the intention to use (Hurani & Abdel-Haq, 2025). Therefore, this model serves as a fundamental conceptual pillar of the study’s theoretical framework, providing a solid basis for interpreting the factors that influence technology adoption in this field.

Some studies such as the one by Hu et al. (2019) have extended the TAM to include user innovation factors, government support, brand image, and perceived risk as determinants of trust to investigate how users adopt FinTech services. Other determinants integrated into the TAM to predict FinTech adoption have been financial health and government support (Setiawan et al., 2021). The inclusion of the aforementioned factors helps to increase the available knowledge about the behavior of the consumer of financial technological services such as FinTech for the empowerment of women (Mohamed et al., 2021).

Another widely used theoretical framework for analyzing how people interact with financial technologies is the Theory of Planned Behavior (TPB) (Aggarwal et al., 2023). Formulated by Ajzen (1991) as an extension of the Theory of Reasoned Action, TPB incorporates perceived behavioral control as a third key determinant of intention, thereby strengthening its ability to explain and predict human behavior across various contexts, including those related to information technologies (Irimia-Diéguez et al., 2023).

In the specific field of FinTech, the TPB has proven useful for predicting technology adoption based on three core components: attitude, subjective norm, and perceived behavioral control (Mazambani & Mutambara, 2020). Furthermore, some studies have chosen to integrate the TPB with other classical behavioral models. For example, Irimia-Diéguez et al. (2023) combined the TPB with the Theory of Reasoned Action (TRA) to develop a more robust causal-predictive analysis of FinTech service adoption, demonstrating that integrating both theories can offer a more comprehensive understanding of the factors driving intention to use.

Another widely recognized model in the study of technology adoption is the Unified Theory of Acceptance and Use of Technology (UTAUT), which has been used to analyze the various factors influencing the adoption of FinTech services, as evidenced by recent studies, including that of Sharma et al. (2024). This theory stands out for the robustness of its conceptual structure and its broad explanatory power. Furthermore, as Sultana et al. (2023) point out, it recognizes that people’s willingness to accept new technologies depends not only on their individual perceptions but also on the social, organizational, and environmental contexts in which they find themselves.

Consequently, the UTAUT has been used to examine the barriers that hinder the use of FinTech services in the banking sector (Bouteraa, 2024), to identify the cognitive factors that influence the actual use of digital banking among customers (Tariq et al., 2024), and to analyze the impact of FinTech adoption on organizations (Kurniasari et al., 2023). Furthermore, the expanded UTAUT2 model offers a more comprehensive perspective on the factors influencing the adoption of financial technologies (Sharma et al., 2024).

Some studies, such as Xie et al. (2021), have adopted the Unified Theory of Acceptance and Use of Technology (UTAUT), incorporating perceived value and risk alongside traditional factors like performance expectation, effort expectation, social influence, and facilitating conditions. Additional elements, including personal innovation, financial literacy, and uncertainty avoidance, have also been considered (Alkhwaldi et al., 2022). Moreover, digitalization factors such as trust, transparency, and financial experience—crucial for adopting digital financial services from non-banking high-tech firms—have been highlighted (Jünger & Mietzner, 2020).

The Individual Innovation Theory (IIT) has been used to analyze the factors influencing women’s adoption of FinTech technologies, particularly in contexts where personal attitudes toward innovation play a decisive role (Setiawan et al., 2023). This theory focuses on individual differences in openness to change and the tendency to experiment with new technologies, which helps explain why certain groups—such as women in digital financial environments—may exhibit varying levels of adoption depending on their innovation profile.

Similarly, other theories have been used to study technology adoption in financial contexts. For example, the Diffusion of Innovations (DOI) theory has been employed to examine how to promote financial inclusion in rural and remote areas of emerging economies by incorporating financial technologies (Koloseni & Mandari, 2024). This theory explains how, why, and at what pace new ideas and technologies spread within a society, highlighting the role of communication channels and different types of adopters (Yu, 2022). Therefore, these theories also serve as an important theoretical foundation for this study.

2.2 Model and FinTech adoption factors by women

The proposed model includes factors corresponding to classic theories and models of adoption of technologies and behavior of human intentions such as TAM and UTAUT to generate an integrated approach to the adoption of FinTech by women. TAM’s traditional variables perceived usefulness, perceived ease of use, attitude towards the use, and intention to use are included as well as the external variables perceived trust, user innovation, and perceived security. Additionally, extended UTAUT factors such as brand image and financial literacy are added (see Figure 1). The following is a perspective of the factors selected from the FinTech approach.

Based on these theoretical foundations, the research model was developed as an integrative framework to explain women’s intention to adopt FinTech services across three complementary levels of analysis. First, the cognitive-technological level is based on the TAM and includes perceived ease of use and perceived usefulness, as users are more likely to adopt digital financial services when they perceive them as easy to understand, easy to operate, and useful for improving their financial activities (Davis, 1989; Amnas et al., 2025; Hurani & Abdel-Haq, 2025).

Second, the behavioral-evaluative level is grounded in the Theory of Planned Behavior (TPB) and the User Technology Acceptance Theory (UTAUT), which explain that intention is shaped not only by instrumental beliefs but also by users’ attitudes, perceived trust, perceived safety, and contextual conditions that reduce uncertainty in digital environments (Ajzen, 1991; Aggarwal et al., 2023; Irimia-Diéguez et al., 2023; Sultana et al., 2023; Sharma et al., 2024). Third, the level of innovation and capability is based on the IIT and the DOI, which incorporate user innovation, financial literacy, and brand image as factors explaining individual openness to new financial technologies, the ability to understand and evaluate digital financial services, and the trust generated by reputable providers (Setiawan et al., 2023; Koloseni & Mandari, 2024; Ait Hbibi & Makhrout, 2025; Ahmad & Hassan, 2025).

Figure 1. Conceptual model of FinTech adoption by women.

2.3 Perceived ease of use

According to Nangin, the perceived ease of use of technology refers to the extent to which an individual believes that technological devices can be easily understood and utilized. When a FinTech system is perceived as difficult to use, the intention to adopt it decreases due to the additional effort required for comprehension (Suprapto & Farida, 2022). Davis (1989) proposed that perceived ease of use is crucial in explaining user intention and behavior toward new technologies. In this context, it pertains to the ease of learning and conducting financial transactions on FinTech platforms (Tun-Pin et al., 2019). Additionally, perceived ease of use influences perceived usefulness, meaning that when individuals find FinTech easy to use, they are more likely to see it as beneficial for improving their financial performance (Perwitasari, 2022). Consequently, perceived ease of use directly affects both perceived usefulness and the intention to use FinTech services. However, research conducted during the period of the pandemic in Indonesia, as exemplified by the study of Setiawan et al. (2023), has determined that the intention of women to adopt FinTech services was found to be significantly and negatively impacted by the perceived ease of use.

Recent empirical evidence further supports the importance of perceived ease of use as a determinant of FinTech adoption, particularly in contexts where users may face barriers related to digital literacy, trust, or accessibility. Amnas et al. (2025) argue that FinTech platforms requiring minimal effort to understand and operate are more likely to be explored, used for financial transactions, and integrated into users’ daily financial routines, as perceived ease of use reduces cognitive effort and perceived barriers to entry. Similarly, Agustin et al. (2025) emphasize that ease of use strengthens users’ interest in FinTech services, especially when accompanied by higher levels of trust and favorable perceptions of security. In the case of women and informal workers, Ait Hbibi and Makhrout (2025) highlight that simple, intuitive, and mobile-accessible interfaces—available in local languages and supported by training initiatives—are essential for reducing apprehension toward the complexity of FinTech and promoting inclusive adoption. Therefore, perceived ease of use not only improves perceived utility but also increases women’s intention to adopt FinTech services by making these platforms more accessible, understandable, and compatible with their daily lives.

In the case of women and informal workers, Ait Hbibi and Makhrout (2025) emphasize that simple, intuitive interfaces accessible via mobile devices—available in local languages and supported by training initiatives—are essential for reducing apprehension about FinTech’s complexity and promoting inclusive adoption. Therefore, perceived ease of use not only improves perceived usefulness but also increases women’s intention to adopt FinTech services by making these platforms more accessible, understandable, and compatible with their financial practices. Conversely, the aforementioned study has also confirmed that the perceived ease of use has a significant positive effect on perceived usefulness.

2.4 Perceived trust

Previous studies have found that trust is a determining factor in the adoption of FinTech because the decision to make financial transactions is strongly determined by the level of customer trust (Nangin et al., 2020). In the study Meyliana et al. (2019), trust is described as “an idea related to self-trust, hope, reliability, dependence, integrity and the capacity of an entity” (p. 32). The adoption of FinTech involves many aspects of trust such as data confidentiality, the usability of mobile applications, the security of transactions and, in essence, the security of the platform; therefore, perceived trust has been positively associated with the intention to use FinTech (Stewart & Jürjens, 2018). In addition, it has been identified that perceived trust influences the perceived usefulness of electronic services such as FinTech which, in turn, affects user acceptance (Nikou & Economides, 2017). Previous studies on the adoption of FinTech services by women, such as that of Setiawan et al. (2023), showed a positive impact on the perceived trust regarding the intention to adopt FinTech services.

Furthermore, recent evidence reinforces the role of perceived trust as a key determinant of FinTech adoption, particularly given that users must provide sensitive personal and financial information when accessing digital financial services. Appiah and Agblewornu (2025) argue that consumers are more likely to adopt FinTech platforms when they believe the provider is trustworthy, protects private information, and avoids actions that could compromise their interests. Similarly, Balaskas (2026) identifies trust as a direct predictor of adoption-related outcomes, explaining that perceived trust often functions as a belief that facilitates decision-making, transforming positive evaluations of a FinTech service into behavioral readiness. Therefore, when women perceive FinTech platforms as safe, trustworthy, and aligned with their interests, their perceived utility and their intention to adopt these services are reinforced.

2.5 Perceived security

Security is a pivotal factor in the adoption of FinTech services and products, as it encompasses the protection of the service, platform, network, and devices. This aspect is positively associated with perceived usefulness (Lim et al., 2019). In the extant literature, security is defined as the extent to which individuals perceive a FinTech service or product as safe to use, considering the control they have over it. This perception is influenced by the technological security features of the platform, which in turn affect trust-based behaviors in financial transactions (Roh et al., 2024). Additionally, the ability of FinTech companies to prevent blackmail or hacker attacks on financial transaction systems is associated with a significant impact on users’ intention to adopt these services (Tang et al., 2020). Moreover, studies have shown that women tend to be more concerned than men about data exchange in FinTech services, which partially explains the gender gap in FinTech adoption (Chen et al., 2023). Additionally, research by Lim et al. (2019) has confirmed that perceived security has a significant influence on perceived usefulness.

Recent studies further support the view that security is a key determinant of FinTech adoption, particularly because these platforms handle sensitive financial data such as bank account information, credit card details, and transaction records. Appiah and Agblewornu (2025) explain that concerns about hacking, phishing, fraud, data breaches, and unauthorized access can deter users from adopting FinTech services, especially in contexts where digital infrastructure and regulatory oversight are still developing. Furthermore, AlHassan et al. (2025) highlight that visible security statements, such as security seals, indicators of technical protection, privacy and security policies, and awareness messages, strengthen users’ perception of security and their trust in FinTech services. Therefore, when women perceive that FinTech platforms provide robust protection mechanisms and communicate them clearly, they are more likely to view these services as useful and to have a stronger intention to adopt them.

2.6 User innovation

According to Shahzad et al. (2022) user innovation is the willingness of an individual to test new goods, technologies or services early in the development process. In this way, these people can better manage levels of uncertainty and have a greater motivation to use new and innovative products. Hence, in the literature, it has been established that the willingness to accept new technologies such as FinTech is the main driver to adopt this technology, so a pioneer in the use who is willing to experience FinTech products and services will have a greater disposition of intention to use them in the future (Setiawan et al., 2021). Even early adoption of FinTech has a greater likelihood of significantly affecting users’ attitude towards the adoption of this financial technology (Hu et al., 2019). In the study by Setiawan et al. (2021), in which the majority of the sample is made up of women, they concluded that user innovation has both a direct and indirect impact on the adoption of FinTech services.

Furthermore, recent evidence continues to support user innovation as a key predictor of FinTech adoption, as people who are more willing to experiment with new technologies tend to be more open to digital financial services. Amaniyah and Aguilika (2025) explain that user innovation reflects the tendency to try out new technological developments, welcome financial innovations, and explore FinTech services before or during their widespread diffusion. Therefore, women with higher levels of user innovation are more likely to develop favorable attitudes toward FinTech services and a greater intention to adopt them.

2.7 Financial literacy

Financial literacy has been identified in the extant literature as a pivotal predictor of financial well-being and a catalyst for financial capacity through the utilization of FinTech. By enhancing financial literacy, individuals can more effectively engage with financial technologies, thereby supporting financial inclusion (Panos & Wilson, 2020). Financial literacy is defined as the awareness and comprehension of fundamental financial concepts, including money management, financial planning, compound interest, inflation, and risk diversification. Research has demonstrated a positive correlation between financial literacy and attitudes toward FinTech adoption and user innovation (Nugraha et al., 2022). Furthermore, personal financial knowledge has been found to significantly influence the intention to adopt FinTech services (Setiawan et al., 2021).

In the context of women, financial knowledge plays a mediating role in their intention to use FinTech services. Studies indicate that as women acquire more financial knowledge, their likelihood of adopting FinTech services increases (Igamo et al., 2024).

Recent literature underscores the role of financial literacy as a key capability for adopting FinTech, as users with financial knowledge are better equipped to evaluate digital financial products, manage risks, and translate access to FinTech into effective financial behaviors. Başar et al. (2025) argue that financial literacy strengthens users’ ability to evaluate online financial services, adopt them more effectively, and maintain positive financial habits through tools such as reminders, simplified interfaces, and digital savings mechanisms. Similarly, Aftab et al. (2025) emphasize that financial literacy must increasingly be understood in conjunction with digital literacy, giving rise to digital financial literacy as a relevant construct for explaining FinTech adoption. Therefore, women with higher financial literacy may develop more favorable attitudes toward FinTech services, demonstrate greater user openness to innovation, and exhibit stronger intentions to adopt these technologies.

2.8 Brand image

Brand image is a crucial asset for organizations, contributing to the creation of intangible economic value. It shapes users’ perceptions and influences their trust in financial services, thereby playing a key role in fostering engagement among individuals with planned financial objectives (Hu et al., 2019). Comprising elements such as names, symbols, signs, and designs, brand image differentiates financial services from competitors. Research indicates that brand image exerts a substantial influence on the adoption of FinTech, with individuals who prioritize brand reputation demonstrating higher adoption intentions (Suprapto & Farida, 2022). Moreover, studies have identified a direct relationship between brand image and the intention to adopt FinTech services among female demographics. A robust and reputable brand fosters heightened trust, thereby amplifying the probability of adoption (Setiawan et al., 2023).

Furthermore, recent studies further support the role of brand image as a key determinant of FinTech adoption, as users tend to rely on reputation, credibility, visibility, and perceived differentiation when evaluating digital financial services. Ahmad and Hassan (2025) explain that a strong brand image reinforces customer perceptions, builds trust, and positively influences FinTech adoption, particularly when users associate the brand with reliability and innovation. Similarly, Anand and Agarwal (2025) argue that brand image increases user trust by reducing perceived risk in services that require the exchange of personal and financial information. Therefore, when women perceive a FinTech provider as reputable, credible, and trustworthy, they are more likely to develop a greater intention to adopt its services.

2.9 Perceived usefulness

Perceived usefulness has been identified as a pivotal factor influencing customers’ attitudes toward novel technologies (Davis, 1989). Research has demonstrated its impact on the adoption of mobile banking, with individuals demonstrating a propensity to adopt financial technologies when they perceive these tools to enhance their performance (Hasan et al., 2021). When users perceive a FinTech system as beneficial, their intention to adopt it is found to increase (Chuang et al., 2016). The extant literature suggests a positive relationship between perceived usefulness and FinTech adoption, indicating that the higher the perceived usefulness, the greater the actual use of these services (Singh et al., 2020).

Furthermore, previous studies confirm that perceived utility is a key determinant of FinTech adoption, especially when digital financial services are perceived as tools that improve access, efficiency, financial inclusion, and business performance. Ait Hbibi and Makhrout (2025) note that perceived utility is particularly relevant for women and informal workers, as FinTech can reduce financial barriers, facilitate access to financial resources, and foster entrepreneurial participation even in contexts marked by social and economic constraints. Similarly, Agrawal et al. (2025) highlight that perceived utility, along with satisfaction and ease of use, influences customers’ acceptance and continued use of FinTech services. Regarding women, research has found that perceived usefulness significantly influences their intention to adopt FinTech services, reinforcing its role as a determinant in financial technology adoption (Setiawan et al., 2023). In this regard, when women perceive FinTech platforms as useful for improving their financial management, accessing services, and supporting economic activities, their intention to adopt these technologies is reinforced.

2.10 Attitude

Attitude has also been identified in the literature as a key factor in human behavioral intentions as postulated by (Davis, 1989). Thus, it is explained that when a person has a good experience with the use of FinTech products and services, their disposition to use them will increase considerably (Tat Huei et al., 2018). It has also been said that customers can have positive feelings about technological financial products and services if they believe that they are easy to use. In that sense, the attitude towards the use of FinTech could have a positive impact on a person’s behavioral intention (Shahzad et al., 2022). With respect to women, (Igamo et al., 2024) stated that given the increase in favorability on women’s attitude towards FinTech services, their intention to adopt them also increased.

In fact, previously published studies further support the view that attitude is a key psychological mechanism linking users’ evaluations of FinTech services to their intention to adopt them. Geidam et al. (2026) argue that attitude acts as a mediating factor that transforms FinTech knowledge and exposure to digital financial applications into a motivational disposition for action, thereby explaining how cognitive and emotional evaluations influence FinTech-related intentions. Similarly, Jena (2025), drawing on the TPB, asserts that attitude reflects the favorable or unfavorable evaluation individuals make of the use of FinTech services and confirms that positive attitudes significantly influence behavioral intention in financial inclusion contexts. Therefore, when women develop favorable attitudes toward FinTech services, based on perceived benefits, positive experiences, and confidence in their use, their intention to adopt these technologies is strengthened.

3.1 Participants

A 36-question questionnaire was applied in person and online via Google Forms to 547 women selected through a non-probabilistic sampling at the convenience of the study. The participants were students from three university institutions in Medellín, Colombia, and one in Chiclayo, Peru. Socio-demographic characteristics indicated that the predominant age group was 18 to 22 years old (51%), followed by the group of 23 to 27 years old (25%), 28 to 32 years old (14%), and over 32 years old (10%). As for educational level, most of the participants attainment was secondary education (32%), followed by vocational training (25%), technical (21%), technological (18%), and graduate (5%). In addition, university students were asked if they were aware of FinTech services; the result was 54% affirmative answers and 46% were not aware of them.

They were then explained that FinTech are companies that use technology to improve or automate financial services, products and processes, and were asked about their perception of the importance of these services; 42% considered them important, 41% perceived them as very important, and 13% had a neutral position. As for the services they would access through FinTech, digital payments ranked first with 29.27%, digital loans ranked second with 18.03%, followed by neobanks or digital banks with 16.74%, and personal finance apps scored 14.51%. The crowdfunding or collaborative financing aroused the interest of 3.86%, while the trading or stock trading platforms reached 4.64%. Insurtech (digital insurance) and RegTech (artificial intelligence solutions) services achieved 5.06% each. Finally, 2.83% of the respondents opted for blockchain and cryptocurrencies.

3.2 Instrument

Regarding the designed questionnaire, the first section focused on multiple-choice and dichotomous questions about the socio-demographic characteristics of university students such as age and educational attainment. The next section inquired about their knowledge and how important financial innovations are for university women. In addition, they were asked about which FinTech services they use most frequently. The third section of the survey included nine dimensions made up of thirty statements to evaluate the use of FinTech services by female students. To do this, the Likert scale was used, which measured the degree of agreement of the surveys with the statements about the use of these financial technologies. The scale consisted of the options (1) “Strongly disagree”, (2) “Disagree”, (3) “Neither agree nor disagree”, (4) “Agree” and (5) “Strongly agree”. The constructs Intention to adopt FinTech, financial literacy, perceived ease of use, perceived usefulness, perceived trust, perceived security, brand image, user innovation and attitude, and affirmations have been previously validated in other studies on the adoption of financial technology and all questionnaire was developed by the authors based on the literature reviewed as presented in Table 1.

The information was collected during the first quarter of 2024. Before completing the survey, participants were informed about the purpose of the study, clarifying that their participation was voluntary and anonymous, and that the data would be used for academic purposes only. Likewise, following the recommendations of (Saunders et al., 2019), the questionnaire was subjected to translation to guarantee the fidelity of its content.

3.3 Processing and analysis of data

In this study, PLS-SEM was chosen because of its broad-spectrum predictive approach, which has significant practical implications for explaining managerial phenomena, especially those related to human behavior (AlNuaimi et al., 2021).

The PLS-SEM estimates the parameters of a set of equations in a structural model by combining path analysis and regression-based significance tests, thus representing several advantages in investigations that use cause-and-effect models to explain or predict a construct (Amora, 2021). The PLS-SEM analysis was developed in two steps: (1) Measurement model (evaluating the validity and reliability of the model); and (2) Structural model and hypothesis test (testing the hypotheses of the proposed model) using the information collected. These analyses were carried out with the SmartPLS 4 statistical software; the most used in partial least squares analysis (PLS-SEM) (J. Hair & Alamer, 2022).

3.4 Ethical guidelines

This study was conducted in accordance with the ethical principles outlined in the Declaration of Helsinki for research involving human participants.

Ethical approval was granted by the Research Ethics Committee of Tecnológico de Antioquia – Institución Universitaria (CEI-TdeA), Medellín, Colombia. The project entitled “Acceptance of FinTech services by university women” was approved during the extraordinary meeting recorded in Minutes No. 09 of the 2024–02 semester, held on September 26, 2024. The study was classified as risk-free research in accordance with Article 11 of Resolution 8430 of the Colombian Ministry of Health (1993).

Participation in the study was voluntary and anonymous. All participants were informed about the objectives of the research, the confidentiality of their responses, and their right to withdraw at any time without consequences.

Verbal informed consent was obtained from all participants prior to completing the questionnaire. The use of verbal consent was approved by the ethics committee because the study involved minimal risk and anonymous survey data collection.

5.1 Comparison with other studies

In comparison with similar studies identified in the literature (Igamo et al., 2024), present the results of their research on the adoption of FinTech by women in post-COVID-19 Indonesia, where they identify attitude, government support, digital financial literacy, and the value of the status quo as key determinants. In relation to the current study, both approaches use advanced statistical analysis to validate their models, highlighting the importance of psychological and trust factors, such as the perception of usefulness and security in the adoption decision. Similarly, the study by Setiawan et al. (2023) focuses specifically on Indonesian women and highlights the need for equal participation of women in the creation of FinTech technologies, in addition to the influence of public and government policies in the adoption of these services. However, these two studies differ from the current study in the consideration of specific cultural and economic factors, highlighting the importance of financial support and education in their specific context.

Kedir and Kouame (2022) propose a study on FinTech and female entrepreneurship from other geographical and methodological contexts but coincide with the current study in highlighting the role of financial technology, especially the use of mobile money, to promote inclusion and stimulate entrepreneurship among women. They also recognize that improved access to digital financial services can significantly increase opportunities for self-employment and underline the importance of addressing gender disparities in access to formal financial institutions and in the adoption of FinTech. However, they differ in the methods used, as they use qualitative and quantitative data to delve into the challenges and opportunities in the specific context of Burkina Faso and Cameroon. This methodological difference is also reflected in the specific recommendations for policies and practices in their orientation towards practical and local solutions to improve financial and business inclusion among women in those countries.

Likewise, the work of Irimia-Diéguez et al. (2023) is known by its specific focus on the adoption of FinTech among women. However, while the present results provide a detailed perspective on how factors such as perceived ease of use, perceived usefulness, security, trust, and financial literacy influence their intention to adopt these technologies, the study conducted by those authors focuses on other factors such as social norms and general attitudes, using the Theory of Planned Behavior and the Theory of Reasoned Action.

5.2 Theoretical and methodological implications

The findings of this study offer several theoretical implications for the literature on women’s adoption of FinTech services. First, the study extends the explanatory scope of traditional technology adoption frameworks by integrating constructs from TAM, TPB, UTAUT, IIT, and DOI into a single model focused on digital financial services. In this regard, the results reinforce the relevance of perceived ease of use and perceived usefulness as central cognitive mechanisms in FinTech acceptance, while also showing that adoption cannot be fully explained only through instrumental evaluations of technology. Trust, security, financial literacy, user innovation, brand image, and attitude also play important roles in explaining how women evaluate, accept, and intend to use FinTech services.

Second, the study contributes to the literature by framing women’s adoption of FinTech as a multidimensional phenomenon shaped by cognitive, affective, reputational, capability-based, and innovation-related factors. This is particularly relevant because much of the literature on technology adoption has traditionally emphasized general user behavior, without sufficiently considering how specific groups may experience adoption barriers differently.

Furthermore, by incorporating financial literacy and user innovation alongside trust and security, the model suggests that women’s adoption of FinTech depends not only on whether the technology is perceived as useful or easy to use, but also on whether users feel capable of understanding digital financial tools, perceive the provider as trustworthy, and are willing to experiment with new financial technologies. In this way, this study provides a more comprehensive theoretical explanation of FinTech adoption by linking individual perceptions, trust-building mechanisms, and personal capabilities within the same analytical framework.

From a methodological perspective, this study provides a useful framework for examining FinTech adoption through an integrated model that links multiple determinants of behavioral intention. Thus, rather than analyzing isolated predictors, the proposed model allows researchers to examine how different theoretical dimensions interact in explaining women’s intention to adopt digital financial services based on a proposed theoretical model. This contributes to research practice by offering a structured analytical pathway for future empirical studies interested in evaluating FinTech adoption from a gender perspective.

Furthermore, the study adds methodological value by operationalizing FinTech adoption through constructs that capture both traditional technology acceptance variables and context-specific factors associated with digital financial environments. The inclusion of perceived security, perceived trust, financial literacy, user innovation, and brand image allows future studies to go beyond simplified adoption models and consider variables particularly relevant in financial technology contexts, where risk, credibility, knowledge, and uncertainty are fundamental to user decision-making. Therefore, the proposed model can serve as a reference for future quantitative studies, comparative analyses, or cross-cultural research focused on FinTech adoption, financial inclusion, and gender differences in digital finance.

5.3 Practical implications

The results of the study offer perspectives to improve both product design and market strategies in this emerging sector, highlighting the importance of perceived ease of use and security as determining factors in the perception of usefulness of FinTech services. This underlines the need for companies to invest in intuitive interfaces and robust security measures, which can not only increase user satisfaction, but also facilitate the adoption of financial technologies. For example, the inclusion of simplified interfaces, visual navigation tools, personalized workflows, and step-by-step transaction guides is essential in mobile app design to help alleviate tech anxiety among first-time users of these services, particularly young women with limited experience with digital financial services.

In addition, the construction and maintenance of a solid and reliable brand image is essential to attract women to these platforms, as well as the development of educational programs that improve financial literacy and address the specific barriers that women may face in terms of trust and knowledge of the product. In this case, financial institutions and digital finance providers could establish strategic partnerships with universities. For example, collaboration between FinTech companies and higher education institutions would enable the promotion of financial apps among the university community—particularly among women—through institutional campaigns, encouraging the use of such services, while also offering workshops and training courses on financial literacy that cover traditional topics such as saving and budgeting, but also addressing concepts specific to digital finance such as cybersecurity, fraud prevention, digital payment management, and informed decision-making. All of this aims to reduce uncertainty and improve users’ perception of the legitimacy of these types of services.

Furthermore, it is crucial that marketing strategies focus on building user trust and promoting user innovation as a means to increase the acceptance and continuous use of services. This includes not only offering transparency in policies and operations, but also encouraging the participation of users in the development and improvement of products. It is necessary to implement more proactive communication strategies regarding data privacy, transaction security, and consumer protection measures. In addition, adapting products and services to meet the specific needs of women and providing personalized financial advice can be effective strategies to overcome barriers related to trust and the perception of usefulness. Together, these recommendations can help FinTech companies capture and retain a key demographic, thus facilitating greater financial inclusion.