Antecedent Effect of Government Support,Brand Image,and User Innovativeness on Attitude Towards the Adoption of Fintech Services

Abstract

The main objective of this article is to find out association of Government Support (GI), Brand Image (BI) and User Innovativeness (UI) on attitude towards adoption of fintech services by customers of cooperative banks of Delhi, India. Present study is a descriptive study for which primary data was collected by circulating well-designed questionnaire through online mode. In the questionnaire questions were based on five-point likert scale for both dependent or independent variables. Purposive sampling technique was opted from a sample of 682 respondents. The validity and reliability of constructs were verified with the help of confirmatory factor analysis (CFA) technique using analysis of moments structures (AMOS). Goodness of fit of the model and regression among variables were verified by using structural equation modeling (SEM) approach. The results showed that the Government support, Brand Image and User Innovativeness had a considerable connection with the Attitude towards adoption of fintech services provided by banks. This empirical research seeks to establish a fundamental success factor as well as an additional driver for fintech establishments. The findings would help mobile service businesses and banks to understand the economy of scope in providing services at a low cost while offering optimal social benefits. The research will help financial institutions to gain insight into how to provide finance services via using updated technology in order to manage cross-border operations for low-income consumers in remote areas. The results of the study clearly indicated a robust connection amongst Government support (GS), Brand Image (BI) and User Innovativeness (UI) with attitude towards adoption of fintech services. Based on the findings of the study it is utmost essential on the part of policy makers to come up with economic reforms and technological reforms for ensuring robust financial growth.

Keywords

Government support brand image user innovativeness attitude towards adoption of fintech services

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