Behavioural Factors Affect Fintech Adoption in Pakistan

This study explores the behavioural factors influencing FinTech adoption in Pakistan, focusing on mobile banking applications. Despite rapid technological advancements, adoption remains low due to trust issues, financial illiteracy, and perceived risks. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) and an extended valence framework, this research examines the role of cognitive-behavioural factors, satisfaction, and continuous intention in FinTech adoption. Findings will provide insights for policymakers and financial institutions to enhance digital literacy, address security concerns, and foster consumer trust. This study contributes to the literature by identifying key psychological and social factors affecting digital financial services adoption.