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VOL. 10, ISSUE 6 (2024)
Prominent factors that drive fintech adoption: An extension of the UTAUT2 model with trust
Authors
Naveena K, Dr. Manjunatha K
Abstract
Assessment of technology-enabled financial products and services is regarded as a noteworthy aspect in the swiftly digitalised global economy. In the context of the above, fintech services like m-banking, m-payments, e-wallets, P2P lending, crowdfunding, fintech insurance, fintech lending, fintech investment, etc. play a remarkable role in building a prosperous economy. Therefore, the present empirical research is intended to investigate and identify the prominent factors that impact customers in Karnataka to adopt fintech services. The study employed the UTAUT2 model with an incorporation of trust to outline essential factors for testing. The PLS-Sem technique was utilised to analyse the gathered data in order to assess the validity of the hypothesis framed. For these instances, 225 responses were obtained from fintech service users in Karnataka who participated in the current study. The results demonstrate that effort expectancy, social influence, price value, and trust are the most prominent factors that influence fintech adoption. However, factors like performance expectancy, facilitating conditions, hedonic motivation, and trust do not have a significant impact on the customers. Finally, this study makes a significant contribution for policymakers, service providers, and fintech firms to enhance fintech adoption by their customers through providing valuable and user-friendly services.
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Pages:52-62
How to cite this article:
Naveena K, Dr. Manjunatha K "Prominent factors that drive fintech adoption: An extension of the UTAUT2 model with trust". International Journal of Commerce and Management Research, Vol 10, Issue 6, 2024, Pages 52-62
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