TRUST, SECURITY, AND CONSUMER BEHAVIOUR IN DIGITAL BANKING: EVIDENCE FROM ROMANIA

Digital transformation changed the way individuals manage money and make financial decisions. The evolution
of financial technologies (fintech), artificial intelligence and mobile banking applications introduced new toos that
automate and influence saving behaviour. These innovations affect how people perceive trust, control, and financial
security. This study examines how trust and perceived security influence the adoption of digital banking in Romania, a
developing economy with uneven digital literacy. A qualitative descriptive methodology was employed, using purposive
sampling and directed content analysis supported by computer-assisted coding and manual verification. Evidence is
based on nine semi-structured interviews with Romanian consumers aged 35–45, selected for their experience with
both traditional and digital banking. Results show that trust derives not only from technical safeguards but also from
clarity of interfaces, emotional reassurance, and access to human support. A new emergent theme, the “dynamics of
trust,” highlights how digitalization reshapes decision-making, saving habits, and consumer reliance on hybrid
interaction. The study explores emotional and behavioural dimensions of digital banking adoption in a transitional EU
economy. Findings can be used as a base for banking strategies, consumer protection, and regulatory frameworks.
They underscore the need for balanced digital transformation approaches that enhance usability while maintaining
accessible human-centered support.