Journal Press India^®

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This study examines the correlation between user satisfaction and fintech adoption among retail investors in Tiruchirappalli, a Tier II city in Tamil Nadu. This study employs the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine the influence of functional fintech tools, including mobile trading applications, real-time tips, AI-driven analytics, and robo-advisors, on user adoption. Additionally, it explores the impact of experiential factors, specifically asset confidence, ease of investing, and trust in platform security, on user satisfaction. The study involved the collection of data from 208 respondents, which was subsequently analysed through Structural Equation Modelling (SEM). The results demonstrate that adoption is primarily affected by technological tools, while satisfaction is mainly determined by trust, confidence, and perceived security. The adoption of fintech does not directly predict happiness, underscoring the importance of distinguishing between these variables. The findings extend adoption theories to include post-adoption satisfaction and highlight the importance for fintech providers to balance innovation with transparency and the development of trust.

Keywords

Fintech adoption; User satisfaction; Mobile trading apps; Robo-advisors; AI-driven analytics; Structural equation modelling

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