Chapter 5: How Fintech Is Reshaping the Consumer Behaviour in the Modern Era: Evidence From Egypt

In the modern era, Fintech has evolved beyond a technological revolution to become a transformative force reshaping consumer behaviour globally. By integrating advanced technologies with financial services, Fintech empowers consumers with unparalleled convenience, accessibility and customisation in managing their finances. These innovations have simplified financial tasks and fostered a new era of urban development through financial literacy. Consumers now prioritise speed, security and personalised experiences, influencing their financial decisions and interactions. This shift highlights the significant role of Fintech in influencing consumer behaviour towards the provided digital payment services. This chapter examines Fintech’s impact on consumer behaviour, investigating perceptions of perceived ease of use, perceived risk, perceived cost, digital payment services quality, financial literacy, customer trust, customer value, customer satisfaction and behavioural intention in smart cities. In this study, we conducted 10 in-depth interviews with Fintech customers in Egypt to explore the relationship between Fintech services and consumer behaviour. The interviews allowed us to capture insights in the customers’ words, giving a more personal perspective on how these services shape their financial habits and decision-making. We analysed the interview data to support and enrich the existing literature on Fintech’s impact. Our findings suggest that Fintech notably influences consumer behaviour, as expressed by the customers themselves. The interviews provided valuable insights into how Fintech services are shaping their financial decisions and behaviours.