Examining the Influence of Technology Acceptance Model on Digital Financial Consumer Behavior in Pakistan: The Mediating Role of Trust

The banking sector is swiftly adapting to digital banking as an effective and suitable means of enhancing consumer satisfaction. With the rapid progress of financial technological developments, financial institutions have increasingly utilized digital and mobile banking to attract consumers and facilitate transactions. The present research aims to identify the factors within the technology acceptance model that influence digital financial consumer behavior and to examine the mediating role of customer trust in facilitating the adoption of digital banking. This study employs a quantitative methodology, utilizing survey-based data collection from digital banking users, with Structural Equation Modeling (SEM) applied for analysis. The findings confirm that perceived usefulness, ease of use, and intention to use significantly influence consumer behavior. Moreover, trust plays a crucial role in strengthening these effects. The insights highlight the importance of user-friendly platforms and fostering trust to enhance digital adoption. These findings offer actionable strategies for banking institutions and policymakers to drive consumer engagement in digital finance. It also offers a novel perspective on enhancing consumer engagement by emphasizing trust alongside perceived usefulness and ease of use.