Purpose The rapid advancement of Financial Technology (FinTech) has ushered in a new era of financial services, with innovative solutions that have the potential to transform how individuals and businesses manage their finances. This research study explores the critical factors affecting the adoption of FinTech services by integrating the TAM and the E-S-QUAL model with a special focus on the service quality of FinTech services. Design/methodology/approach The study used partial least squares structural equation modelling (PLS-SEM) for testing both measurement and structural models. Data were collected from 304 FinTech users in India. Findings The findings supported the hypotheses that perceived ease of use (PE) and perceived usefulness (PU) significantly influence the use of FinTech services. Moreover, a strong positive relationship exists between PE and PU, highlighting the interdependence of these factors in FinTech adoption. Additionally, service quality emerges as a pivotal factor, positively impacting both PE and PU, further enhancing the use of FinTech services. Practical implications FinTech companies should prioritise strategic investments in user experience (UX), user interface (UI) design and systematic usability testing, which will lead to significant improvements in user engagement. Policymakers should focus on developing supportive regulatory frameworks that both foster FinTech innovation and safeguard data privacy. Originality/value The conceptual model, by integrating TAM and E-S-QUAL in the context of FinTech adoption in an emerging country, India, makes a pivotal contribution to the literature on both service quality and FinTech.
Amnas et al. (2025) studied this question.