Understanding Factors Facilitating the Diffusion of Financial Technology (FinTech) A Case Study of the Gulf Cooperation Council

Abstract

This study focuses on the factors influencing the diffusion of FinTech in the Gulf Cooperation Council countries, analysing both financial institutions and technology companies. The research acknowledges the challenges associated with the spread of FinTech and aims to address these issues. The research employs Institutional Theory. To achieve comprehensive insights, a qualitative technique is employed. The initial phase involves an extensive literature review to understand FinTech and identify gaps in academic research. Subsequently, the impact of PESTEL factors is highlighted based on the literature. In the third stage, semi-structured interviews are conducted with 25 participants, representing three to four individuals per country. The Thematic Analysis approach is employed to analyse the interview data. The study's findings reveal that several factors significantly influence the adoption of FinTech services as a preferred transaction method. Perceived utility, security, and social impact concerns are identified as drivers of behavioural intentions. Additionally, the technical attributes and ease of use of digital tools impact behavioural patterns. Furthermore, the innovation and technical features embedded within FinTech products and services contribute to their diffusion and acceptance. The research has practical implications for both academia and practitioners in the FinTech industry. It assists financial service providers and institutions in designing user-centric FinTech products and services. Enhancing security and usability is crucial to improving the user experience and consumer confidence. By considering technological and behavioural characteristics and analysing the impact of PESTEL elements, this study contributes to the existing literature on technology diffusion, providing valuable insights to academics and practitioners.