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Integrating TTF and UTAUT models to illuminate factors that influence consumers' intentions to adopt financial technologies in an emerging country context
Nnamdi Azikiwe University Faculty of Law, Nnamdi Azikiwe University, Awka, Nigeria.ORCID iD: 0000-0001-9727-112X
Nnamdi Azikiwe University Faculty of Law, Nnamdi Azikiwe University, Awka, Nigeria.ORCID iD: 0000-0001-5299-5685
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0003-0477-855x
2024 (English)In: International Journal of Technology Marketing, ISSN 1741-878X, E-ISSN 1741-8798, Vol. 18, no 1, p. 113-135Article in journal (Refereed) Published
Abstract [en]

Previous studies show that although financial technologies (Fintech) bridge the financial inclusion gap, its rate of adoption is low. This study aims to develop understand of factors that influence consumers’ intentions to adopt financial technologies (Fintech) for savings, loans, and investment by testing a model that integrates the unified theory of acceptance and usage of technology (UTAUT) and task-technology fit (TTF) model. Data was collected from a cross-section of 324 respondents online. Structural equation modelling via smart PLS 3.0 was used to test the hypothesised relationship. The result showed that the TTF and UTAUT integrative model is robust and adequately explained Fintech adoption. Performance expectancy and social influence significantly affected behavioural intentions, and effort expectancy significantly predicts performance expectancy. Interestingly, TTF predicts use behaviour but not significant on adoption intention. Finally, task characteristics strongly predict effort expectancy and performance expectancy. Focusing on user perceptions of the technology and neglecting the effect of the task technology fit, as commonly done in extant literature, may be not enough. Thus, this study fills this gap and integrates both UTAUT and TTF to facilitate understanding of illuminate factors that influence consumers’ intentions to adopt financial technologies in an emerging country context.

Place, publisher, year, edition, pages
Inderscience , 2024. Vol. 18, no 1, p. 113-135
Keywords [en]
task-technology fit; TTF; UTAUT; performance expectancy; effort expectancy; financial technologies; Fintech; adoption intention; consumers’ intentions; emerging country context
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
URN: urn:nbn:se:hig:diva-43185DOI: 10.1504/IJTMKT.2024.135674Scopus ID: 2-s2.0-85180977802OAI: oai:DiVA.org:hig-43185DiVA, id: diva2:1807515
Available from: 2023-10-26 Created: 2023-10-26 Last updated: 2024-12-17Bibliographically approved

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Osarenkhoe, Aihie

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