Future front of finance: the role of FinTech strategies, competitiveness dynamics and sustainable solutions

Purpose The main purpose of this research is to identify the role of cultural acceptance as a moderating factor in shaping the relationship between the competitiveness of Fintech Solutions and both Fintech adoption and customer trust. Design/methodology/approach This study used a questionnaire to gather data from 231 respondents in Jordan. Using structural equation modeling-partial least squares (SEM-PLS), the research proposed model is evaluated, and hypotheses are tested. Findings The results of the SEM-PLS analysis revealed significant influences of Fintech adoption, regulatory environments, technological infrastructure and customer trust on the competitiveness of Fintech solutions. Notably, cultural acceptance emerges as a contextual filter, shaping the interplay between customer trust, Fintech adoption and Fintech competitiveness. Originality/value This study contributes theoretical insights by underscoring the pivotal role of cultural acceptance in the dynamics of Fintech adoption and trust. From a practical standpoint, the findings suggest the formulation of tailored strategies for diverse markets, with an emphasis on trust, and an adaptation of product development to align with cultural nuances. However, this study acknowledges limitations and underscores the importance of longitudinal and comparative research to comprehensively grasp the cultural influences on Fintech.