Title: Examining the determinants of FinTech adoption intention: the moderating role of customer advocacy

Authors: D. Yuvaraj; Pulidindi Venugopal; Shaply Abdul Kareem; S. Aswinipriya

Addresses: VIT Business School, Vellore Institute of Technology, Vellore, Tamil Nadu, India ' VIT Business School, Vellore Institute of Technology, Vellore, Tamil Nadu, India ' VIT Business School, Vellore Institute of Technology, Vellore, Tamil Nadu, India ' Department of MBA, Kingston Engineering College, East Main Road, Christianpet, Vellore-632059, Tamil Nadu, India

Abstract: FinTech is transforming the way financial transactions are dealt with, particularly payments, purchases, and investment services. The purpose of this research is to explore the determinants of FinTech adoption intentions. Additionally, the moderating role of customer advocacy (CAD) between the determinants and adoption intention was also examined. The technology acceptance model (TAM) and task technology fit (TTF) are theoretical models used in this study. Purposive sampling was applied to collect data from 688 respondents. The data is analysed using PLS-SEM and IPMA. Perceived ease of use (PEOU), perceived usefulness (PU), task technology fit (TTF), and trust (TRU) influence FinTech adoption intentions. Finally, customer advocacy moderates task technology fit, trust, and FinTech adoption intention. Trust is the most important predictor, whereas PEOU, TTF, and CAD are the best-performing variables for FinTech adoption intention, based on IPMA. This study contributes to the understanding of FinTech for users, service providers, and practitioners.

Keywords: adoption intention; customer advocacy; CAD; FinTech; perceived usefulness; PU; task-technology fit; trust.

DOI: 10.1504/IJPMB.2024.142144

International Journal of Process Management and Benchmarking, 2024 Vol.18 No.3, pp.352 - 370

Received: 12 May 2023
Accepted: 12 Jun 2023
Published online: 10 Oct 2024 *

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