Understanding Consumers’ Continuous use of Fintech Solutions in Emerging Economies: A Blended Theory Approach (2024)
本研究结合计划行为理论、前因-行为-后果模型和性别图式理论，利用加纳移动货币用户的两波纵向定量数据（n=777和n=515）及28个定性访谈，发现行为态度和主观规范显著影响使用意愿，且性别调节意愿与实际使用的关系，但随时间推移，年龄和教育水平的差异变得明显。
This study explores the continuous use of financial technology (Fintech) solutions in an emerging economy, integrating insights from the Theory of Planned Behaviour (TPB), the Antecedent-Behaviour-Consequence (A-B-C) model, and the gender schema theory. Using longitudinal data from a two-wave quantitative study (Study 1, n = 777 and Study 2, n = 515) alongside qualitative data from 28 (Study 3) mobile money service users in Ghana, the results show a significant relationship between behavioural attitudes and subjective norms on intention to use mobile payments across both waves. This intention aligns with the A-B-C model, predicting actual user behaviour in Study 2 but not in Study 1. Over time, however, actual usage was observed to lead to the continued use of mobile money services. Furthermore, gender significantly moderated the relationship between intention and actual usage, supporting the gender schema theory in driving financial inclusion in developing economies but only in Study 1. As time progressed, the disparity in Fintech usage related to age and educational levels became evident. By integrating concepts from marketing, psychology, and social theory, this study contributes novel findings to enrich the understanding of consumer's continuous use of Fintech in emerging economies.