A Study On Gen Z’ S Adoption Of Digital Banking And Fintech Apps In Bhavnagar City
Keywords:
Digital banking, fintech apps, gender differences, user perception, technology adoption.Abstract
Digital banking, fintech apps, gender differences, user perception, technology adoption. The rapid growth of digital banking and fintech applications has transformed the financial landscape, prompting a need to understand user perceptions and adoption patterns. This study investigates the association between demographic factors, particularly gender, and users’ attitudes towards digital banking and fintech apps, focusing on ease of use, security, time-saving benefits, promotional influences, trust, enjoyment, financial management improvements, preference for mobile banking, and willingness to recommend these services. Data were collected from 168 respondents through a structured questionnaire and analysed using frequency distribution and chi-square tests. The findings reveal no significant association between gender and any of the examined perceptions, indicating that male and female users share similar views regarding digital banking and fintech apps. This challenges traditional assumptions about gender differences in technology adoption within this sector. The study also highlights the demographic profile of users, predominantly young adults aged 18-25, with varying education and income levels. High reliability was confirmed for the survey instrument, with a Cronbach’s alpha of 0.946. The results suggest that factors other than gender, such as peer influence, promotional offers, and perceived convenience, may play more critical roles in driving fintech app adoption. This research contributes to the ongoing discourse on digital financial services by providing insights into user behaviour and trust issues, which are crucial for fintech developers, marketers, and policymakers aiming to enhance user engagement and satisfaction. Future studies should explore broader demographic variables and adopt longitudinal designs to capture evolving trends in fintech adoption.
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Biharani, S., & Vidani, J. N. (2018). ENTREPRENEURSHIP: CAREER OPPORTUNITY HAS NO GENDER DISCRIMINATION. Compendium of Research Papers of National Conference 2018 on Leadership, Governance and Strategic Management: Key to Success (pp. 101-104). Pune: D. Y Patil University Press.
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