Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and Attitudes
Abstract Digital innovation is challenging the traditional way of offering financial services to companies; the so-called Fintech phenomenon refers to startups that use the latest technologies to offer innovative financial services. Within the framework of the Theory of Planned Behavior (TPB) and th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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SpringerOpen
2023-01-01
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| Series: | Financial Innovation |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s40854-022-00434-6 |
| _version_ | 1797952419595812864 |
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| author | A. Irimia-Diéguez F. Velicia-Martín M. Aguayo-Camacho |
| author_facet | A. Irimia-Diéguez F. Velicia-Martín M. Aguayo-Camacho |
| author_sort | A. Irimia-Diéguez |
| collection | DOAJ |
| description | Abstract Digital innovation is challenging the traditional way of offering financial services to companies; the so-called Fintech phenomenon refers to startups that use the latest technologies to offer innovative financial services. Within the framework of the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA), the primary purpose of this paper is to develop a causal-predictive analysis of the relationship between Subjective Norms, Attitudes, and Perceived Behavioral Control with the Intention to Use and Behavioral Use of the Fintech services by companies. Partial Least Squares Structural Equation Modeling methodology was used with data collected from a survey of 300 companies. Our findings support the TRA and TPB models and confirm their robustness in predicting companies’ intention and use of Fintech services. Financial technology innovators must understand the processes involved in users’ adoption to design sound strategies that increase the viability of their services. Studying the antecedents of behavioral intention to adopt Fintech services can greatly help understand the pace of adoption, allowing these players to attract and retain customers better. This study contributes to the literature by formulating and validating TPB to predict Fintech adoption, and its findings provide useful information for banks and Fintech companies and lead to an improvement in organizational performance management in formulating marketing strategies. |
| first_indexed | 2024-04-10T22:46:02Z |
| format | Article |
| id | doaj.art-71fbed77e5bf4c6889daffe3b688d8b5 |
| institution | Directory Open Access Journal |
| issn | 2199-4730 |
| language | English |
| last_indexed | 2024-04-10T22:46:02Z |
| publishDate | 2023-01-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Financial Innovation |
| spelling | doaj.art-71fbed77e5bf4c6889daffe3b688d8b52023-01-15T12:19:20ZengSpringerOpenFinancial Innovation2199-47302023-01-019112310.1186/s40854-022-00434-6Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and AttitudesA. Irimia-Diéguez0F. Velicia-Martín1M. Aguayo-Camacho2Department of Financial Economy and Operations Management, University of SevilleDepartment of Business Management and Marketing, University of SevilleDepartment of Financial Economy and Operations Management, University of SevilleAbstract Digital innovation is challenging the traditional way of offering financial services to companies; the so-called Fintech phenomenon refers to startups that use the latest technologies to offer innovative financial services. Within the framework of the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA), the primary purpose of this paper is to develop a causal-predictive analysis of the relationship between Subjective Norms, Attitudes, and Perceived Behavioral Control with the Intention to Use and Behavioral Use of the Fintech services by companies. Partial Least Squares Structural Equation Modeling methodology was used with data collected from a survey of 300 companies. Our findings support the TRA and TPB models and confirm their robustness in predicting companies’ intention and use of Fintech services. Financial technology innovators must understand the processes involved in users’ adoption to design sound strategies that increase the viability of their services. Studying the antecedents of behavioral intention to adopt Fintech services can greatly help understand the pace of adoption, allowing these players to attract and retain customers better. This study contributes to the literature by formulating and validating TPB to predict Fintech adoption, and its findings provide useful information for banks and Fintech companies and lead to an improvement in organizational performance management in formulating marketing strategies.https://doi.org/10.1186/s40854-022-00434-6Fintech servicesTheory of planned behaviorTheory of reasoned actionPLS-SEMPredictive modelingFintech marketing |
| spellingShingle | A. Irimia-Diéguez F. Velicia-Martín M. Aguayo-Camacho Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and Attitudes Financial Innovation Fintech services Theory of planned behavior Theory of reasoned action PLS-SEM Predictive modeling Fintech marketing |
| title | Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and Attitudes |
| title_full | Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and Attitudes |
| title_fullStr | Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and Attitudes |
| title_full_unstemmed | Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and Attitudes |
| title_short | Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and Attitudes |
| title_sort | predicting fintech innovation adoption the mediator role of social norms and attitudes |
| topic | Fintech services Theory of planned behavior Theory of reasoned action PLS-SEM Predictive modeling Fintech marketing |
| url | https://doi.org/10.1186/s40854-022-00434-6 |
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