Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry
This study investigates the factors affecting customer use intentions of MyData services in the fintech industry, focusing on the mediating role of perceived value across informational, security, and service dimensions. Six independent factors were defined, namely, transparency, controllability, rel...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-12-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/19/4/165 |
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| author | An-Peng Yu Chao Xu Sung-Eui Cho |
| author_facet | An-Peng Yu Chao Xu Sung-Eui Cho |
| author_sort | An-Peng Yu |
| collection | DOAJ |
| description | This study investigates the factors affecting customer use intentions of MyData services in the fintech industry, focusing on the mediating role of perceived value across informational, security, and service dimensions. Six independent factors were defined, namely, transparency, controllability, reliability, security, diversity, and personalization, in the context of the abovementioned dimensions, and their associations with perceived value and customer use intention were analyzed. The regression analysis results from a survey of 291 participants reveal that transparency, controllability, security, diversity, and personalization significantly enhance perceived value, whereas transparency, security, and personalization directly impact customer use intentions. Furthermore, perceived value plays a mediating role for all factors, except for reliability. These findings show that the independent and mediating factors identified in this study are meaningful in analyzing the relationship between MyData services and customer use intentions in the fintech industry. |
| format | Article |
| id | doaj-art-5b85b80569554e47a111f61a2e19099e |
| institution | DOAJ |
| issn | 0718-1876 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-5b85b80569554e47a111f61a2e19099e2025-08-20T02:53:37ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-12-011943412342810.3390/jtaer19040165Factors Affecting Customer Use Intention of MyData Services in the Fintech IndustryAn-Peng Yu0Chao Xu1Sung-Eui Cho2Department of Management Information System, Gyeongsang National University, Jinju 52828, Republic of KoreaDepartment of Management Information System, Gyeongsang National University, Jinju 52828, Republic of KoreaDepartment of Management Information System, Gyeongsang National University, Jinju 52828, Republic of KoreaThis study investigates the factors affecting customer use intentions of MyData services in the fintech industry, focusing on the mediating role of perceived value across informational, security, and service dimensions. Six independent factors were defined, namely, transparency, controllability, reliability, security, diversity, and personalization, in the context of the abovementioned dimensions, and their associations with perceived value and customer use intention were analyzed. The regression analysis results from a survey of 291 participants reveal that transparency, controllability, security, diversity, and personalization significantly enhance perceived value, whereas transparency, security, and personalization directly impact customer use intentions. Furthermore, perceived value plays a mediating role for all factors, except for reliability. These findings show that the independent and mediating factors identified in this study are meaningful in analyzing the relationship between MyData services and customer use intentions in the fintech industry.https://www.mdpi.com/0718-1876/19/4/165MyData servicefintech industrycharacteristics of MyData serviceperceived valuecustomer use intention |
| spellingShingle | An-Peng Yu Chao Xu Sung-Eui Cho Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry Journal of Theoretical and Applied Electronic Commerce Research MyData service fintech industry characteristics of MyData service perceived value customer use intention |
| title | Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry |
| title_full | Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry |
| title_fullStr | Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry |
| title_full_unstemmed | Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry |
| title_short | Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry |
| title_sort | factors affecting customer use intention of mydata services in the fintech industry |
| topic | MyData service fintech industry characteristics of MyData service perceived value customer use intention |
| url | https://www.mdpi.com/0718-1876/19/4/165 |
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