Adoption of Financial Technology (FinTech) in Businesses in Kosovo: Owners’ Readiness to Use Digital Payments

Session

Management Business and Economics

Description

This paper addresses the adoption of financial technology in businesses in Kosovo, focusing on the readiness of business owners to use digital payments. The main challenges stem from the fact that, despite positive developments such as the digitalization of the banking system, the majority of business transactions are still conducted in cash. The study combines a literature review of theoretical models of technology acceptance (TAM, UTAUT, TPB, TOE, etc.) and the drivers/barriers identified in various countries with empirical research conducted in Kosovo. A total of 150 surveys were carried out with business owners across different sectors and regions of Kosovo. The results show that perceived usefulness and trust in technology have a significantly positive impact on readiness for adoption. Organizational factors such as the owner’s technological capabilities and business characteristics (e.g., being a startup) also influence the level of adoption. Overall, most hypotheses were confirmed: businesses that see concrete benefits and feel confident in using digital payments are much more willing to adopt them compared to those concerned about costs, risks, or who prefer cash transactions. The study concludes with practical recommendations for key stakeholders - banks, FinTech providers, and policymakers - to raise awareness, strengthen trust, and improve infrastructure for cashless payments. The paper contributes both to academic literature on FinTech adoption and offers concrete implications for increasing the use of digital payments in Kosovo.

Keywords:

FinTech, technology adoption, digital payments, organizational readiness, trust in financial institutions

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.437

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

Adoption of Financial Technology (FinTech) in Businesses in Kosovo: Owners’ Readiness to Use Digital Payments

UBT Lipjan, Kosovo

This paper addresses the adoption of financial technology in businesses in Kosovo, focusing on the readiness of business owners to use digital payments. The main challenges stem from the fact that, despite positive developments such as the digitalization of the banking system, the majority of business transactions are still conducted in cash. The study combines a literature review of theoretical models of technology acceptance (TAM, UTAUT, TPB, TOE, etc.) and the drivers/barriers identified in various countries with empirical research conducted in Kosovo. A total of 150 surveys were carried out with business owners across different sectors and regions of Kosovo. The results show that perceived usefulness and trust in technology have a significantly positive impact on readiness for adoption. Organizational factors such as the owner’s technological capabilities and business characteristics (e.g., being a startup) also influence the level of adoption. Overall, most hypotheses were confirmed: businesses that see concrete benefits and feel confident in using digital payments are much more willing to adopt them compared to those concerned about costs, risks, or who prefer cash transactions. The study concludes with practical recommendations for key stakeholders - banks, FinTech providers, and policymakers - to raise awareness, strengthen trust, and improve infrastructure for cashless payments. The paper contributes both to academic literature on FinTech adoption and offers concrete implications for increasing the use of digital payments in Kosovo.