Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: This study explores the difference in how Albanian residents and foreign tourists perceive fintech services, with the aim of identifying the key factors that influence user intention to adopt such services. The research is grounded in the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), focusing on core constructs such as perceived usefulness, ease of use, trust, risk, and social influence. Two structured surveys were developed, one for each group of users, with a combined total in participants of 176 (106 residents, 70 tourists). A quantitative methodology was applied, including descriptive statistics, correlation analysis, linear regression, and independent samples t-tests. The data collected were analyzed using Jamovi statistical software. The findings showed that for residents, ease of use and preference for cash significantly influenced intention to use fintech services. For tourists, digital confidence was the only significant predictor of behavioral intention. The comparative analysis conducted revealed that residents perceived Albanian fintech services as significantly more useful and easier to use than tourists did, although both groups reported similar levels of intention to use such services in the future. These results suggest that while both groups are open to adopting fintech, tourists may encounter greater usability barriers due to unfamiliarity with local platforms. The study offers practical insight for fintech developers and policymakers in tailoring digital financial tools to both domestic users and short-term international visitors.
Authors: Aida Bitri, Kelly Hamiti
Institution: Epoka University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7204057495