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S. Bendigiri, Raghavendra
- Adoption of Fintech Using Structured Equation Model and Multiple Criteria with Specific Reference to India
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Authors
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1 Assistant professor, Thakur Institute of Management Studies and Research., IN
2 Associate Professor, Oriental Institute of Management., IN
3 Assistant Professor, MET Institute of Management., IN
1 Assistant professor, Thakur Institute of Management Studies and Research., IN
2 Associate Professor, Oriental Institute of Management., IN
3 Assistant Professor, MET Institute of Management., IN
Source
Journal of Applied Management- Jidnyasa, Vol 14, No 2 (2022), Pagination: 143-160Abstract
Purpose-This study aims at highlighting the intention of adoption of Fintech through Structural Equation Modeling (SEM) in Indian context. Fintech services (FINTECH) play a vital role. Fintech is a boon in times when one had to physically report to the bank, even for simple tasks such as funds transfer. People can now save both time and money when travelling. Senior Citizens and working professionals can now undertake most of their financial transactions online without moving out of their residence.Despite the widespread acceptance of Fintech in everyday life, long-term expansion of Fintech services (FINTECH) is delayed, in part due to online consumers' lack of trust and fear of danger. In order to better comprehend and prioritise FINTECH decision choices, this study investigates trust and risk on a multi-dimensional basis. Design/methodology/approach –Data analysis was undertaken through an advanced statistical techniques such as) multiple criteria decision-making (MCDM) methodologies and Structural Equation Modeling (SEM). Structural Equation Modeling (SEM) is employed to ascertain causal relationships and suitable assignment weightages to variables. The efficiency of the recommended strategy is demonstrated in this study. 207 data will be collected as a sample size. Simple Random sampling will be used for collecting data. Model will be created for this study including dependent, independent, mediating and moderating variable. Findings– This study will be conducted to find the intention of adoption of Fintech services using SEM Model which is based on different variables. Research limitations/implications –This scope of the study is limited to India only. Only Adoption intention of FINTECH is covered using SEM model according to different variables are covered. Practical implications –This research paper has attempted to make an honest endeavour to contribute significantly towards understanding and application of findings pertaining to fintech adoption and usage. These results may be of tremendous utility to banks and financial institutions. It may assist them in conceptualisation and implementation of impactful and successful marketing strategies through meticulous segmentation and targeting of relevant consumers to enhance the usage and acceptance of fintech. 144 Originality/value – The authors in all humility would submit that this research manuscript is unique in terms of deployment of Structural Equation Modeling (SEM) for understanding of customer behaviour in regards to intention to adopt FINTECH Services. Also the relationships between the constructs shown in this research have not been exhibited in any other research paper.Keywords
Adoption, Fintech services, SEM, Risk, Trust, Ease of use, Attitude.Full Text
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