Digital financial services and gender dynamics: users’ intention in the era of the Fourth Industrial Revolution

Purpose This study explores the gender-specific determinants of the adoption of digital financial services (DFS) in Bangladesh, with particular focus on how perceived ease of use (PEOU), perceived usefulness (PU) and external factors (EF) influence users' intentions within the context of the Fourth Industrial Revolution (4IR). The widely accepted model related to technology adoption, the technology acceptance model (TAM), is used to investigate how adoption of DFS varies according to gender. Design/methodology/approach A questionnaire-based survey with 394 respondents that covered the major determinants of DFS acceptance was conducted. PEOU, PU and the influence of EF were used to identify the relationship to adoption behaviors, with emphasis on a comparative analysis of male and female adoption patterns. Findings From the study results, PEOU was identified as a significant predictor of DFS adoption for both men and women. However, it was found that PU had a significantly positive effect on DFS adoption in the particular case of female customers. Moreover, EF may enhance ease of use through social media for both genders, but no significant impact was found regarding PU in the case of the male respondents. Research limitations/implications The study findings emphasize the need for gender-sensitive design and DFS adoption strategies for both genders, with particular focus on women’s specific barriers, including digital literacy, trust and access to infrastructure. Financial regulators and DFS service providers should pay particular attention to developing inclusive DFS platforms that are easy to use, secure and responsive to diverse user needs. Future research should also examine the longitudinal impacts of DFS adoption on women's economic empowerment and explore innovative technological solutions, such as artificial intelligence-driven personalized services, to minimize gender gaps in digital finance. Originality/value The study’s novel approach is to examine adoption behavior through the TAM. It also considers gender to be an important factor influencing the adoption of DFS among consumers in the context of the 4IR. In addition, the study provides new understanding of gender-oriented factors affecting the preferences for using a DFS and makes recommendations for making DFS more gender and user-friendly, oriented towards men and women in Bangladesh. The findings add to the growing body of literature on digital inclusion and financial empowerment.