ABSTRACT
The rise of fintech is transforming traditional financial services, offering new opportunities while posing challenges. To stay competitive, companies must understand what drives user adoption. The objective of this study is to examine the key factors influencing fintech adoption—perceived usefulness, ease of use, perceived risks, value, and trust—with a focus on rural areas where inclusive growth and long-term engagement are vital. A quantitative approach using path analysis was applied to survey data from rural fintech users. Results show that perceived usefulness and value positively influence user attitudes and intentions, while ease of use and perceived risks have negative effects. Trust boosts perceived value, highlighting its pivotal role in encouraging adoption.
