Title: Attitude and intention to adopt FinTech services by Indian rural households

Authors: G. Suresh; Michael Yuivamung Zimik; R. Naveen Kumara; M. Prakash

Addresses: Symbiosis Institute of Business Management, Symbiosis International (Deemed to be University), Bengaluru, India ' Department of Commerce, CHRIST University, Bangalore – 560029, Karnataka, India ' Department of Commerce, CHRIST University, Bangalore – 560029, Karnataka, India ' Department of Commerce, CHRIST University, Bangalore – 560029, Karnataka, India

Abstract: FinTech has been a game changer for many business players. Due to financial technology, there is a paradigm shift in how finance-oriented companies operate today. The study aims to identify the factors driving FinTech adoption amongst rural households. A questionnaire with five points Likert scale has been used for data collection. The technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) are used for this study. The study found that factors such as perceived trust, perceived usefulness and perceived risk have a major say in adopting FinTech services. The study is a breakthrough for FinTech companies in identifying factors that induce rural users to adopt FinTech. The study helps to improve the existing FinTech apps to attract and tap the rural segments by focusing on these aspects.

Keywords: FinTech; technology acceptance model; TAM; perceived usefulness; PU; perceived ease of use; PEOU; perceived trust; PT; behavioural intention; BI.

DOI: 10.1504/IJBIR.2026.152078

International Journal of Business Innovation and Research, 2026 Vol.39 No.2, pp.161 - 179

Received: 11 Sep 2021
Accepted: 23 Oct 2022
Published online: 06 Mar 2026 *

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