Perceived benefits, trust and social influence in FinTech: pathways to adoption and satisfaction in a developing economy
Abstract
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.
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Trust acts as a central variable connecting technological perceptions with behavioral intentions.
“Furthermore, trust acts as a central variable connecting technological perceptions with behavioral intentions [13].”
From Enhancing Digital Financial Literacy and Digital Trust for Sustainable Online Loan Adoption among Micro-Entrepreneurs in Developing Economies (2026) · cites this paper as [13]
Recent research highlights the complementary roles of TPB and TAM in explaining the adoption of Fintech services.
“Recent research highlights the complementary roles of the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) in explaining the adoption of Fintech services[13], [14].”
From Enhancing Digital Financial Literacy and Digital Trust for Sustainable Online Loan Adoption among Micro-Entrepreneurs in Developing Economies (2026) · cites this paper as [13]
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UTHAILEANG, W., Setthajit, R., Santoso, H. B., Figueroa, R. B., Buaprommee, N., & Sompaeng, A. (2026) · doi:10.21203/rs.3.rs-9679264/v1
- Authors
- Vardari, L., & Hameli, K.
- Affiliations
- University “Ukshin Hoti” Prizren Faculty of Economics, , Prizren,
- University “Ukshin Hoti” Prizren Faculty of Life and Environmental Sciences, , Prizren,
- Corresponding author
- Hameli, Kujtim
- Venue
- Global Knowledge, Memory and Communication
- Publisher
- Emerald
- Published
- 2025-09-11
- ISSN
- 0307-4803 (ISSN-L)
- 2514-9342
- 2514-9350
- OpenAlex
- W4414127266
- Cited by
- 7
- References
- 54
- Citations by year
- 2026: 7
- FWCI
- 7.03
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Global Knowledge, Memory and Communication (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Management Information Systems › FinTech, Crowdfunding, Digital Finance
- Health Sciences › Health Professions › Health Information Management › Health, Technology, Consumer Behavior
- Keywords
- fintech adoption, user satisfaction, perceived benefits, trust, social influence, developing countries, Kosovo, user behavior
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