Determinants of Fintech Product Adoption by Tunisian Customers: A Predictive Model Study

Abstract

This study aims to identify the key factors influencing Tunisian customers' adoption of Fintech products amid rapid changes in the financial technology sector. A conceptual model was developed, including variables such as trust in digital platforms, perceived transaction security, familiarity with online banking, perceived usefulness of Fintech services, prior internet experience, and perceived ease of use. A survey of 188 Tunisian customers tested this model using factor analysis and multiple regressions. Results show that trust and security are fundamental, as users must feel safe to engage with Fintech services. Additionally, digital literacy, especially prior knowledge of internet and online banking, encourages adoption. Usefulness and ease of use also significantly impact on customer engagement, highlighting the need for intuitive interfaces and clear value propositions. Therefore, Fintech providers should focus on building trust, improving user education, and enhancing user-friendly design to accelerate adoption and promote a more inclusive digital financial ecosystem in Tunisia.