Determinants of FinTech Adoption Among Gen Z Females: A Study in Hungary

Vinkóczi, Tamás and Idziak, Ewelina and Tamás, Borbála and Kurucz, Attila (2025) Determinants of FinTech Adoption Among Gen Z Females: A Study in Hungary. ECOCYCLES, 11 (2). pp. 43-50. ISSN 2416-2140

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Abstract

FinTech banking solutions offer a valuable set of technological tools that can be used to improve sustainability. Therefore, consumer acceptance and applicability of FinTech solutions is an important issue, especially among Generation Z, as this age group represents a relevant segment of future consumers. According to studies, men have a more positive attitude towards technology adoption than women. It is important to understand the mindset of women in this context, and this paper focuses on them to analyse the key determinants of FinTech service usage. Therefore, the objective of this analysis is to examine the attitudes of Generation Z women in Hungary by assessing the factors that influence their use of FinTech services. The novelty of the analysis lies in the selected population, as women are less likely than their male counterparts to have digital skills in a professional capacity. This may be reflected in their openness to financial technology solutions. The analysis is based on a questionnaire due to its sociological dimension, with a prospective sample of university students from Gy?r. The methodology is based on factor analysis, which is capable of distinguishing the factors that influence the use of FinTech services based on a statistical analysis of variables (Likert scale). The results show that there are several factors influencing women's FinTech usage habits, which service providers should pay attention to. The findings of the current study can help FinTech companies shape their marketing and service strategies to improve their ability to reach and retain potential and existing female customers.

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