3a79e5121a0e547867b-56d7 20260928043630183 chitu:chitu chitkarauniversitypublications@chitkara.edu.in WEB-FORM Journal of Technology Management for Growing Economies JTMGE 0976545X 24563226 10.15415/jtmge https://tmg.chitkara.edu.in/ 9 1 2026 9 1 2026 17 1 10.15415/jtmge/2026.171 https://tmg.chitkara.edu.in/2026/volume-17-issue-1-2026/ Role of Social Influence and Attitude in Shaping Fintech Adoption Behaviour among Banking Customers Nisha Rani Maharaja Agrasen School of Management, Maharaja Agrasen University, Baddi, Himachal Pradesh, India. https://orcid.org/0009-0003-6484-689X Sangeeta . Maharaja Agrasen School of Management, Maharaja Agrasen University, Baddi, Himachal Pradesh, India. Purpose: Digital financial technologies have revolutionized the financial service landscape and accelerated the adoption of fintech services. Despite the increasing penetration of digital financial platforms, the adoption of fintech remains uneven across consumer segments. The previous research on fintech adoption predominantly emphasized technological determinants. However, this study adopts a parsimonious approach by focusing exclusively on behavioral constructs such as social influence and attitude. Methods: This study employed a quantitative research design using a structured questionnaire and collected data from 250 respondents. The data was analyzed using Partial least squares structural equation modelling (PLS SEM 4). Findings: The results identified that both social influence and attitude significantly and positively affect fintech adoption behavior. Furthermore, attitude emerged as a comparatively stronger predictor of fintech adoption behavior. The findings support the significance of users’ own perceptions and recommendations of peers, family groups, and friends in influencing behavior towards fintech. Implications: This study enriches the existing literature of FinTech by focusing on behavioral constructs, rather than examining only technological determinants, and its findings provide practical implications for financial institutions and policymakers to develop strategies to enhance user engagement and wider adoption of FinTech services. Originality: This study extends the existing fintech adoption literature by emphasizing the role of behavioral determinants rather than focusing only on technological attributes. By employing Partial Least Squares Structural Equation Modeling (PLS-SEM), this paper provides empirical evidence on the relationships between these constructs, thus providing richness to the research methodology in analyzing behavioral constructs. 09 1 2026 09 1 2026 66 79 10.15415/jtmge/2026.171007 https://tmg.chitkara.edu.in/2026/role-of-social-influence-and-attitude-in-shaping-fintech-adoption-behaviour-among-banking-customers/