The Relationship Between Fin-Tech Adoption and Perceived Business Growth Among Small Online Businesses in Odisha

Abstract

 This study investigates the relationship between FinTech adoption and perceived business growth among small online enterprises in Odisha. Grounded in the frameworks of TAM and UTAUT, the research conceptualises FinTech adoption as a multidimensional construct comprising ease of integration, frequency of transactions, perceived security, customer satisfaction, and cost efficiency. A structured survey of 384 respondents was analysed using an Ordinary Least Squares (OLS) regression model. Results reveal a statistically significant and positive association between FinTech adoption and perceived growth, with an R-squared value of 0.7843, indicating strong model fit. Among the five indicators, ease of integration and transaction frequency exert the strongest influence, while security, satisfaction, and cost-effectiveness also show meaningful contributions. The findings underscore FinTech's strategic role not only as an operational tool but also as a driver of entrepreneurial optimism and decision-making. The study offers implications for policymakers, FinTech developers, and financial institutions to strengthen digital adoption among microenterprises in emerging economies.