What determines customers’ continuance intention of FinTech? Evidence from YuEbao
| Date | 09 September 2019 |
| DOI | https://doi.org/10.1108/IMDS-01-2019-0011 |
| Pages | 1625-1637 |
| Published date | 09 September 2019 |
| Author | Zhenning Wang,Zhengzhi (Gordon) GUAN,Fangfang Hou,Boying Li,Wangyue Zhou |
| Subject Matter | Information & knowledge management |
What determines customers’
continuance intention of FinTech?
Evidence from YuEbao
Zhenning Wang
Business School, Yango University, Fuzhou, China
Zhengzhi (Gordon) GUAN
Faculty of Business, University of Nottingham, Ningbo, China
Fangfang Hou and Boying Li
Nottingham University Business School,
University of Nottingham, Ningbo, China, and
Wangyue Zhou
School of Foreign Languages,
Zhejiang University of Finance and Economics, Hangzhou, China
Abstract
Purpose –The purpose of this paper is to investigate the effects of trust in service and structural assurance on the
continuance intention of FinTech services, and the roles of technical factors (i.e. situational normality and system
quality) and social factors (i.e. herding and subjective norm) in developing trust in service and structural assurance.
YuEbao is selected as the subject as it is a representative example of FinTech services in China.
Design/methodology/approach –A survey questionnaire was deployed and a ten-point sliding scale with
two-decimal points was applied to improve the accuracy of the questionnaire. Partial least squares structural
equation modeling was used to analyze the data.
Findings –Trust in service and structural assurance can encourage continuance intention of FinTech
service. System quality, situational normality and subjective norm can boost the development of trust in
service. Both herding and subjective norm can affect structural assurance significantly.
Research limitations/implications –The study highlights the important roles played by technical factors
(i.e. situational normality and system quality) and social factors (i.e. herding and subjective norm) in
developing the two levels of trust (i.e. trust in service and structural assurance). It also validates the influences
of trust in service and structural assurance on encouraging customers’continuance intention in the novel
context of FinTech.
Practical implications –The findings of this study can be used by practitioners to encourage customers to
continue using their FinTech services. To encourage continuance, service providers can improve the quality
of their system, design the system to be aligned with customers’using habits and show customers that their
close friends are also using the service.
Originality/value –This study adds to the existing body of trust literature by investigating the direct
effects of trust in service and structure assurance on continuance intention and how these two levels of trust
are developed from technical and social aspects. It generates interesting insights into customers’continuance
behavior of FinTech services.
Keywords Herding, Continuance intention, Trust, Subjective norm, FinTech, Structural assurance
Paper type Research paper
1. Introduction
Digitization is transforming the landscape of finance industry rapidly. The digital transformation
in the finance industry gives rise to a neologism “FinTech”which is compounded from the words
“finance”and “technology”. FinTech refers to the technology-enabled or digitalization process of
finance solutions (Arner et al., 2016). It is a dynamic segment at the intersection of the financial
services and technology sectors. Within the segment, technology-focused start-ups and new
market entrants innovate the products and services currently provided by the traditional
financial services industry. The ascent of FinTech expands access to financial services
Industrial Management & Data
Systems
Vol. 119 No. 8, 2019
pp. 1625-1637
© Emerald PublishingLimited
0263-5577
DOI 10.1108/IMDS-01-2019-0011
Received 6 January 2019
Revised 6 June 2019
Accepted 17 June 2019
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0263-5577.htm
1625
Customers’
continuance
intention of
FinTech
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