A Study on Digital Natives’ Adoption of Fintech: Perspectives from Generations Y and Z
Uday Acharya1, Nimesh Bhojak2
1Uday Acharya, Department of Management, Hemchandracharya North Gujarat University, Patan (Gujarat), India.
2Dr. Nimesh Bhojak, Department of Hospital Management, Hemchandracharya North Gujarat University, Patan (Gujarat), India.
Manuscript received on 16 August 2024 | Revised Manuscript received on 14 September 2024 | Manuscript Accepted on 15 September 2024 | Manuscript published on 30 September 2024 | PP: 29-39 | Volume-11 Issue-1, September 2024 | Retrieval Number: 100.1/ijmh.A175011010924 | DOI: 10.35940/ijmh.A1750.11010924
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This pilot study focuses on the acceptance of Fintech applications among Generation Y and Z in Gujarat, India. It examines factors such as perceived ease of use, perceived usefulness, trust, perceived risk, digital literacy, socioeconomic influences, perceived benefits, and technological competence. To analyze Fintech adoption, the study uses the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Utilizing a stratified random sample, a structured questionnaire revealed significant findings. Reliability was confirmed with Cronbach’s alpha values ranging from 0.74 to 0.88, indicating strong internal consistency across all constructs. The findings highlight perceived utility and behavioral usage intention as critical factors in Fintech adoption. Practical recommendations are provided for Fintech companies and policymakers to improve adoption rates among these generations. The study aims to enhance Gujarat’s financial ecosystem by understanding the complex factors influencing Fintech usage.
Keywords: Fintech; Digital Natives; Generation Y; Generation Z; Technology Acceptance Model (TAM); Digital Literacy; Unified Theory of Acceptance and Use of Technology (UTAUT).
Scope of the Article: Management