FinTech payment services adoption among women: the impact of personality, financial services knowledge and artificial intelligence

Purpose This study aims to explore the adoption of FinTech payment services among women. It assesses the phenomenon through the impact of personality traits and financial services knowledge and investigates the moderated-mediation role of the artificial intelligence. Design/methodology/approach Adopting the technology acceptance model, this study implied a quantitative survey to collect data from the women (N = 220). The relationship among the variables were assessed through Hayes’ PROCESS moderation-mediation model, with a robustness check through structural equation modeling (SEM) that substantiates the study’s findings. Findings The results showed that the women with high agreeableness and openness are inclined to use FinTech payment services. Moreover, high-level banking services and FinTech usage knowledge positively correlated to the usage of FinTech payment services. In addition, artificial intelligence positively influences the use of FinTech payment services among women. Practical implications This study offers policymakers a roadmap to make FinTech payment services more accessible among women through financial services knowledge and the use of artificial intelligence. This will advance the progress toward United Nations’ Sustainable Development Goals on gender equality and innovation. Social implications This study reinforces the prospect of women’s empowerment through FinTech, paving way to explore the prospective mechanism for a complete shift to digitalization of economy to promote economic transparency. Originality/value To the best of the authors’ knowledge, this is amongst the first studies that investigates the role of big-five personality traits and artificial intelligence in enhancing the usage of FinTech payment services among women. The innovative nature of this study promotes financial inclusion among the female population and opens up new research avenues to promote FinTech adoption.