A Study on User Behavior towards FinTech services in Gujarat

Abstract

This study investigates user behavior towards FinTech services in Gujarat concerning factors.
that influence usage behavior, trust, and satisfaction levels across different demographic groups. In this study, a mixed-method analysis is performed using survey data collected from 650 respondents across rural, semi-urban, and urban areas of Gujarat, with the purpose of examining how demographics, perceived usefulness of FinTech platforms, financial literacy, and cultural factors affect FinTech adoption and usage. The overall pattern analysis indicates that while younger and technologically aware users readily adopt FinTech services, perceived security risks, limited financial literacy, and a preference for cash transactions continue to restrict broader acceptance, particularly among older and rural populations. The study highlights the importance of user-friendly platform design, digital financial education, enhanced security measures, and supportive regulatory frameworks to promote financial inclusion and strengthen FinTech adoption across Gujarat. The findings provide valuable insights for FinTech companies, policymakers, and financial institutions seeking to improve digital financial service usage in the state.

Keywords

Publication Details

References

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