Influence of cultural and external factors in consumer behaviour on adoption of modern financial technologies (FinTech) in developing countries: An Example of Bosnia and Herzegovina.

Abstract

Over the last decade, FinTech as a term revolutionized the banking sector and the economy in general. Over the years it has proved itself to be more cost efficient, time efficient, reliant and secure way of banking in most of the aspect in comparison to traditional banking and as such was widely incorporated by the consumers, SME’s and eventually on national level throughout the world.

However, in Bosnia and Herzegovina in 2020 it still does not seem to be the case regardless of all the opportunities that it provides to the developed countries. Furthermore, many researches have shown that developing countries are those that have adopted FinTech with ease as it represented the key to the economic growth of the country.

For this reason, this research aims at understanding the first layer which needs to be addressed prior to technology adoption and it is an individual customer. The research aims to identify the key barriers imposed by cultural factors covered in Hofstede’s national culture dimensions and external factors of trust, security, complexity, observability and perceived usefulness in order to understand customer behaviour regarding the matter of FinTech adoption on the territory of Bosnia and Herzegovina.