This research offers fresh empirical support for Fintech adoption in emerging economy settings with socio-cultural elements, such as Vietnam's Mekong Delta. The key aim of the study is to identify and analyze the main factors influencing customers’ Intention to participate in P2P lending services. Data for this research was collected from 261 respondents who were used as test subjects for the research model proposed. The findings are indicated that Subjective norms (SN), Perceived Performance (PPM), Perceived Usefulness (PU), Perceived Behavioral Control (PBC), and Attitude (AT) play essential roles in forming the Intention to use P2P lending services. Furthermore, the study identifies four indirect influence factors on the Intention to use Peer-to-peer lending services: Brand Image (BI), Trust (T), Perceived Ease of Use (PEU), and Perceived Price (PP). Among these, Subjective Norms (SN) are argued as the most influential cause of Intention to Use (IU). Meanwhile, Attitude (AT) has been received as a weak direct influence of Intention to Use (IU). In addition, this study also discovered other points such as people in the Mekong Delta cannot be affected by Perceived Risk (PR) compared to previous studies. Because users do not have enough information and knowledge to perceive risks, they rely on Brand image (BI) and Trust (T), Perceived Price (PP), to reduce risks, besides they combine with word-of-mouth in subjective norms (SN). These findings are expected to provide a theoretical foundation and practical recommendations for Fintech firms and policymakers, thereby contributing to the sustainable growth of P2P lending businesses in future.