DOI: 10.12688/f1000research.166040.3 ISSN: 2046-1402

Acceptance of FinTech Services by University Women

Paula Andrea Rodríguez-Correa, Maria Camila Bermeo-Giraldo, Juan Esteban Hernandez-Betancur, Alexandra López Martínez, Alejandro Valencia-Arias, Edgar Roland Tuesta Torres, Juan Manuel Raunelli Sander
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Background Financial technology (FinTech) services delivered through digital platforms have become central to innovation in the financial sector by enabling faster, more reliable, and more efficient transactions. These services can reduce costs and improve customer satisfaction. However, women have historically encountered barriers to traditional financial systems, and FinTech may help advance their financial inclusion. This study examined factors associated with women university students’ intention to adopt FinTech services. Methods This quantitative study used partial least squares structural equation modeling (PLS-SEM). Data were collected from 547 women university students through a survey of their experiences with and perceptions of FinTech services. The model assessed relationships between the proposed factors and intention to adopt FinTech. Results Perceived ease of use was strongly and positively associated with perceived usefulness. Perceived trust and perceived security were also positively associated with perceived usefulness. Perceived ease of use, brand image, perceived usefulness, and attitude were significantly and positively associated with intention to adopt FinTech. By contrast, perceived security, perceived trust, user innovation, and financial literacy were negatively associated with adoption intention. These unexpected findings suggest that factors commonly treated as facilitators may operate differently among women university students, potentially reflecting stricter evaluation criteria, greater risk awareness, and greater caution toward digital financial services. Conclusions Ease of use, usefulness, and brand image were positively associated with FinTech adoption intention, whereas the unexpected negative relationships involving trust, security, user innovation, and financial literacy point to a complex decision-making process. Further research should examine the mechanisms underlying these relationships to inform the development of more inclusive financial solutions.

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