Purpose Financial technology (Fintech) innovation is reshaping financial landscapes worldwide, yet its adoption in developing economies remains uneven. This study aims to investigate the drivers of Fintech adoption in Pakistan, a rapidly digitizing economy in Asia. It addresses a critical gap in the literature by examining the roles of perceived government support (PGS) and perceived trust (PT), together with the core constructs of the technology acceptance model (TAM), i.e. perceived ease of use (PEU) and perceived usefulness (PU), in shaping users’ intentions to embrace innovative Fintech solutions. Design/methodology/approach This study adopted quantitative, cross-sectional design grounded in TAM. Data were collected from 320 potential users, both banked and unbanked, using a structured self-administered survey. Partial least squares structural equation modeling with SmartPLS 4.0 was used to test the hypothesized relationships. Findings The results reveal that PEU, PU, perceived benefit, PT and PGS exert direct, significant and positive effects on users’ adoption intentions, while perceived risk has a significant negative effect. These findings underscore the importance of user-friendly design, trust and credibility development, benefit communication and institutional support in accelerating Fintech innovation adoption in emerging economies. Originality/value This study contributes fresh insights into Fintech innovation adoption in developing economies, highlighting how user perceptions and institutional factors jointly shape technology-driven financial innovation. It underscores potential of Fintech to advance financial inclusion and stimulate economic growth. The findings provide actionable guidance for Fintech developers, financial institutions and policymakers striving to create inclusive, trusted and sustainable financial ecosystems.
Abbas et al. (2025) studied this question.