WHAT DRIVES FINTECH ADOPTION? EXAMINING KEY PREDICTORS AMONG MALAYSIAN USERS

Understanding the behavioural drivers behind FinTech (Financial Technology) adoption is essential in accelerating digital financial inclusion, especially in emerging markets. This study examines the effects of perceived ease of use, perceived usefulness, brand image, financial literacy, financial health, user innovativeness, government support, and attitude on FinTech adoption in Malaysia. Drawing on the Technology Acceptance Model (TAM) as the theoretical foundation, data were collected from 203 experienced FinTech users and analysed using multiple regression techniques. The results show that all variables, except attitude, have a significant and positive influence on adoption, with user innovativeness identified as the strongest predictor. The insignificance of attitude challenges conventional assumptions within acceptance models, suggesting that practical considerations, personal capabilities, and structural enablers may have greater influence than emotional or attitudinal responses in this context. These findings extend current adoption frameworks by incorporating financial and contextual dimensions relevant to emerging markets. The study offers theoretical contributions by refining the understanding of user behaviour in digital finance and highlights the need for FinTech solutions that prioritise functionality, trust, and accessibility. Practically, the results provide actionable insights for FinTech developers, regulators, and policymakers to design targeted strategies that drive inclusive adoption and enhance financial empowerment across diverse user segments in Malaysia.