FINTECH AND PERSONAL FINANCIAL MANAGEMENT BEHAVIOR IN THE DIGITAL ECONOMY: A CONCEPTUAL ANALYSIS FROM THE VIETNAMESE CONTEXT

Abstract

This study examines the role of financial technology (Fintech) in shaping personal financial management behavior in the
digital economy from a conceptual perspective, integrating the Theory of Planned Behavior (TPB) and the Technology
Acceptance Model (TAM) to develop a multidimensional analytical framework. The findings suggest that Fintech should not only
be viewed as a technological tool but also as a “behavioral amplifier” that simultaneously enhances financial management
efficiency-through improved transparency, convenience, and automation-while potentially increasing impulsive financial decisions due to reduced cost awareness and weakened self-control. Additionally, financial literacy and digital competence are identified as key moderating factors influencing how individuals engage with Fintech and manage associated behavioral risks. Based on this framework, the study proposes a set of conceptual propositions highlighting the dual and nonlinear impacts of Fintech, thereby contributing to a deeper understanding of financial decision-making in digital contexts, particularly in emerging economies such as Vietnam.