Behavioral Insights of Business Leadership: Exploring Determinants of Intention and Adoption of Digital Financial Services

From the perspective of strategic organizational management, effective business leadership is essential for navigating the digital transformation of financial ecosystems. The purpose of the study was to determine and investigate the potential drivers behind the intention to use and the actual use of digital financial services (DFS) made available in Tunisia. A survey of 141 Tunisian respondents was conducted through partial least squares structural equation modelling (PLS-SEM) with bootstrapping, based on a conceptual model grounded in the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT). By examining these relationships, the study also offers insights into the behavioral factors and leadership-related influences that shape users’ acceptance of digital solutions. Findings revealed that perceived usefulness, perceived ease of use, social influence, trust, and even current perceived risk had a positive impact on the intention to adopt DFS. Conversely, current digital literacy, government support, and technology support & infrastructure had a negative effect on that same intention. Furthermore, results showed that the COVID-19 pandemic, satisfaction level, and expectations regarding security, affordability, and reliability directly and positively influenced the switch to actual use of DFS. The intention to use DFS, however, did not translate to actual DFS adoption, indicating a possible intention–action gap. This observation highlights the importance of behavioral dynamics and institutional leadership in bridging the divide between stated intentions and real usage. The findings are contextual to the region, age, education level, and size of the sample. This work contributes to the literature on the factors behind DFS adoption, specifically in the Tunisian context. In addition, it implies that policymakers, regulators, and financial institutions can encourage users’ adoption of DFS by improving ease of use, enhancing digital literacy, building trust, suggesting solid regulatory frameworks, and strengthening supportive infrastructure, all of which require strategic leadership, effective communication, and user-centered decision-making. Ultimately, these findings underscore the pivotal role of business leadership in fostering ethical, inclusive, and technologically advanced financial environments.