A Phenomenological Approach: Exploring Fintech Adoption and Usage Among Women with Higher Education

Norzura Ismail; Yanti Mustapha; Chaleeda Som Sak; Kardina Kamaruddin; Kamal Sabri Kamarudin

Authors

Norzura Ismail Arshad Ayub Graduate Business School, Universiti Teknologi MARA Cawangan Kedah, 08400 Merbok, Malaysia
Yanti Mustapha Arshad Ayub Graduate Business School, Universiti Teknologi MARA Cawangan Kedah, 08400 Merbok, Malaysia
Chaleeda Som Sak Faculty of Business and Management, Universiti Teknologi MARA, 08400, Merbok, Kedah, Malaysia
Kardina Kamaruddin Faculty of Business and Management, Universiti Teknologi MARA, 08400, Merbok, Kedah, Malaysia
Kamal Sabri Kamarudin Malaysia-Japan International Institute of Technology, Universiti Teknologi Malaysia, 54100, Kuala Lumpur, Malaysia

Keywords:

Fintech Adoption, Women, Phenomenology, Gender Gap, Digital Inclusion

Abstract

The proliferation of financial technology (fintech) has reshaped the financial services landscape, enabling enhanced convenience, accessibility, and efficiency. However, gender disparities persist in fintech adoption, particularly among women even those with higher education. This study adopts a qualitative phenomenological methodology to explore the lived experiences, motivations, challenges, and influencing factors that shape fintech adoption among women with tertiary education in Malaysia. Findings reveal that while fintech services are widely appreciated for their convenience, perceived benefits, and efficiency, concerns over security and usability remain significant barriers. The study underscores the importance of social influence, educational background, and trust in determining fintech usage. The insights generated contribute to fintech service development, gender-inclusive design, and financial inclusion strategies.