Acceptance of FinTech services by university women

<ns3:p>Background Services offered through digital platforms, known as FinTech, have become central to innovation in the financial sector by enabling faster, more reliable, and efficient transactions. These services have enhanced financial operations by reducing costs and increasing customer satisfaction. However, women have historically faced barriers in accessing traditional financial systems. FinTech is emerging as a potential tool for promoting their financial inclusion. This study focuses on understanding the factors that influence the acceptance of FinTech services among university women. Methods A quantitative approach was adopted, using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through 547 surveys conducted with university women regarding their experiences and perceptions of FinTech services. The model tested the influence of various factors on their intention to adopt FinTech. Results The findings revealed a strong positive relationship between perceived ease of use and perceived usefulness. Additionally, perceived usefulness was positively associated with both perceived security and trust. Furthermore, perceived ease of use, brand image, perceived usefulness, and attitude showed a significant positive relationship with the intention to adopt FinTech. Conversely, perceived security, perceived trust, user innovation, and financial literacy demonstrated a negative relationship with the intention to adopt these services. Conclusions The results highlight key drivers and barriers in the adoption of FinTech among university women. While ease of use, usefulness, and brand image encourage adoption, unexpected negative associations with trust, security, and financial literacy suggest a complex perception landscape that deserves further investigation to enhance inclusive financial solutions.</ns3:p>