Abstract

This study investigates the challenges faced by Gen Z young womenpreneurs in adopting Financial Technology (FinTech), with a focus on trust, ethics, and accessibility. Despite their digital fluency, many young womenpreneurs encounter barriers such as data privacy concerns, weak customer protection, and infrastructure limitations that shape their perceptions and use of FinTech platforms. This study applied the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), Technology Acceptance Model (TAM), and trust theory, and surveyed 329 young womenpreneurs in Malaysia. Findings show that trust in data protection, ethical clarity, and transactional transparency are key enablers of adoption, while fraud concerns and cultural norms remain significant barriers. More importantly, the study reveals that digital confidence alone does not guarantee adoption—perceived platform integrity and ethical alignment are essential. The results highlight the need for inclusive, transparent, and secure FinTech ecosystems tailored to the unique needs of young womenpreneurs.


Keywords: FinTech, adoption, womenpreneurs, challenges, digital generation