Article: Integrating TTF and UTAUT models to illuminate factors that influence consumers' intentions to adopt financial technologies in an emerging country context Journal: International Journal of Technology Marketing (IJTMKT) 2024 Vol.18 No.1 pp.113 - 135 Abstract: Previous studies show that although financial technologies (Fintech) bridge the financial inclusion gap, its rate of adoption is low. This study aims to develop understand of factors that influence consumers' intentions to adopt financial technologies (Fintech) for savings, loans, and investment by testing a model that integrates the unified theory of acceptance and usage of technology (UTAUT) and task-technology fit (TTF) model. Data was collected from a cross-section of 324 respondents online. Structural equation modelling via smart PLS 3.0 was used to test the hypothesised relationship. The result showed that the TTF and UTAUT integrative model is robust and adequately explained Fintech adoption. Performance expectancy and social influence significantly affected behavioural intentions, and effort expectancy significantly predicts performance expectancy. Interestingly, TTF predicts use behaviour but not significant on adoption intention. Finally, task characteristics strongly predict effort expectancy and performance expectancy. Focusing on user perceptions of the technology and neglecting the effect of the task technology fit, as commonly done in extant literature, may be not enough. Thus, this study fills this gap and integrates both UTAUT and TTF to facilitate understanding of illuminate factors that influence consumers' intentions to adopt financial technologies in an emerging country context. Inderscience Publishers - linking academia, business and industry through research

Title: Integrating TTF and UTAUT models to illuminate factors that influence consumers' intentions to adopt financial technologies in an emerging country context

Authors: Obinna C. Ojiaku; Ebuka Christian Ezenwafor; Aihie Osarenkhoe

Addresses: Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria ' Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria ' Department of Business and Economic Studies, Faculty of Education and Economics, University of Gävle, Sweden

Abstract: Previous studies show that although financial technologies (Fintech) bridge the financial inclusion gap, its rate of adoption is low. This study aims to develop understand of factors that influence consumers' intentions to adopt financial technologies (Fintech) for savings, loans, and investment by testing a model that integrates the unified theory of acceptance and usage of technology (UTAUT) and task-technology fit (TTF) model. Data was collected from a cross-section of 324 respondents online. Structural equation modelling via smart PLS 3.0 was used to test the hypothesised relationship. The result showed that the TTF and UTAUT integrative model is robust and adequately explained Fintech adoption. Performance expectancy and social influence significantly affected behavioural intentions, and effort expectancy significantly predicts performance expectancy. Interestingly, TTF predicts use behaviour but not significant on adoption intention. Finally, task characteristics strongly predict effort expectancy and performance expectancy. Focusing on user perceptions of the technology and neglecting the effect of the task technology fit, as commonly done in extant literature, may be not enough. Thus, this study fills this gap and integrates both UTAUT and TTF to facilitate understanding of illuminate factors that influence consumers' intentions to adopt financial technologies in an emerging country context.

Keywords: task-technology fit; TTF; UTAUT; performance expectancy; effort expectancy; financial technologies; Fintech; adoption intention; consumers' intentions; emerging country context.

DOI: 10.1504/IJTMKT.2024.135674

International Journal of Technology Marketing, 2024 Vol.18 No.1, pp.113 - 135

Accepted: 18 Jul 2023
Published online: 21 Dec 2023 *

Title: Integrating TTF and UTAUT models to illuminate factors that influence consumers' intentions to adopt financial technologies in an emerging country context

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