This study investigates the impact of perceived transaction costs (PTC) on fintech users' intention in Pakistan, considering the moderating roles of situational factors. Using data from an online survey (276 respondents), a structural equation model was tested with Smart PLS 3. The study found a negative correlation between PTC and intention to use fintech. Situational factors, specifically the pandemic and impending policies, and environmental and physical surroundings, significantly moderated this relationship. The findings highlight the importance of cost management and trust-building strategies for fintech companies.
