Evaluating Investor Trust and Adoption Drivers in FinTech Platforms: Evidence from Emerging Markets

Abstract

FinTech platforms have made investing more accessible in emerging markets, yet many retail investors still hesitate to adopt them due to limited trust and perceived risk. This study examines how four key factors security, transparency, ease of use, and regulatory assurance influence investor trust and adoption intention. A conceptual trust-based adoption Model is proposed and tested using a structured survey of retail investors in emerging economies. Structural equation modelling (SEM) is applied to assess the relationships among the variables. The findings show that trust plays a central role in shaping adoption intention, and that security and transparency are the strongest drivers of trust. Ease of use also supports trust formation, while visible regulatory oversight strengthens confidence in platform legitimacy. The study contributes to the growing body of evidence on digital finance behaviour. It offers practical guidance for FinTech firms and regulators seeking to build safer, more trusted investment ecosystems in emerging markets.