Factors Influencing FinTech Adoption Among Bank Customers in Palestine: An Extended Technology Acceptance Model Approach

This paper explores the factors influencing FinTech adoption among bank customers in Palestine using an extended Technology Acceptance Model (TAM). Through quantitative research, three factors—FinTech awareness, brand recognition, and trust—were assessed. A survey of 683 respondents analyzed using PLS-SEM in SmartPLS software tested eight hypotheses linking awareness, trust, and brand with TAM’s ease of use, usefulness, and FinTech adoption. All hypotheses were supported. Recommendations suggest banks and policymakers focus on FinTech awareness, education, and cybersecurity. Banks are encouraged to boost FinTech investments to retain and grow their customer base.