Perceived benefits, trust and social influence in FinTech: pathways to adoption and satisfaction in a developing economy

Purpose The purpose of this study is to investigate the factors influencing the adoption and satisfaction of FinTech payment services in Kosovo. This study explores the role of FinTech benefits, trust and social influence in shaping user adoption and satisfaction and examines the mediating role of user adoption in the relationships between these factors and user satisfaction. Design/methodology/approach This study used a descriptive approach, collecting data through a structured questionnaire distributed to 220 individuals in Kosovo. The data were analyzed using structural equation modeling to assess the proposed relationships.. Findings The results of this study showed that benefits of using FinTech services and social influence positively impact user adoption, while trust does not have a direct effect. Although the benefits of using FinTech services do not directly influence user satisfaction, trust and social influence exhibit a significant positive impact. Furthermore, user adoption mediates the relationships between benefits of using FinTech services and user satisfaction, as well as between social influence and user satisfaction, but not the relationship between trust and user satisfaction. Research limitations/implications This study focuses on a single emerging economy, which may limit the generalizability of its findings to other cultural or economic contexts. Future research could expand the geographic scope or explore additional variables, such as perceived risks or regulatory frameworks, to provide a more comprehensive understanding of FinTech adoption. Originality/value This study contributes to the FinTech literature by examining how perceived benefits, trust and social influence shape both adoption and user satisfaction, while also testing the mediating role of user adoption. Unlike prior studies that often analyze these variables in isolation or focus solely on adoption, this research integrates them into a unified model and tests their interplay using structural equation modeling. Additionally, by focusing on a developing economy context, where FinTech is still emerging, this study offers novel insights into user behavior in under-researched markets. This provides both theoretical contributions and actionable guidance for FinTech providers aiming to improve user engagement and satisfaction.