users' behavioral intention towards using fintech services by applying the integrated theory of technology acceptance and use through the structural equation modeling (SEM) technique.
Analyzing users' behavioral intention towards using fintech services by applying the integrated theory of technology acceptance and use through structural equation modeling (SEM) technique
Subject Areas : Financial Knowledge of Securities Analysis
1 - assistant professor at Islamic Azad University, Shahr Quds Unit, (Corresponding Author)
Keywords: Fintech, privacy enablers, privacy inhibitors, behavioral intention, integrated theory of technology acceptance and use,
Abstract :
Since fintech service companies in Iran face challenges (i.e., lack of awareness, competition, regulations, data confidentiality, and cyber security issues) to encourage customers to adopt fintech services in their daily financial activities, the present study is an integrated theory of technology adoption and use. by adding privacy facilitators and inhibitors to the model to achieve a clear understanding of users' behavioral intentions towards fintech services. The statistical population of this research is the users who use fintech services, which was estimated to be 380 people using the simple random sampling method and Cochran's formula at the statistical error level of 5%. The data collection tool is a questionnaire. Partial least squares structural equation modeling was used to test the hypotheses of this research. The results of 380 fintech users who participated in this study showed that performance expectation, effort expectation, facilitating conditions and privacy-enhancing factors have a positive and significant effect on users' behavioral intention to use fintech services. The results also showed the non-significant effect of social influence and privacy barriers on users' behavioral intention towards fintech services. Overall, the findings of this study suggest that fintech companies and service providers should consider privacy-enhancing factors more broadly And adopt a governance approach in developing reliable fintech programs based on the wealth of information that can help build trust in consumers.