핀테크 서비스 신뢰 형성에 관한 사용자 인지 프로세스 이해 : 정교화 가능성 모델을 중심으로

초록

Considering the uncertainty and risk in Financial technology (Fintech) business, building trust is crucial to facilitate their adoption and use of Fintech. Moreover, IT is also essential because IT is a key factor in Fintech. Therefore, this study aims to examine the relationship between IT and trust and its effect on Fintech use intention. Based on the elaboration likelihood model and information systems success model, we identified dual routes consisting of central route and peripheral route. In this study, information quality and service quality are included in the central route, whereas the peripheral route has system quality and structural assurance. We then determined the effects of attributes in central and peripheral routes on trust in Fintech. We also investigated whether the effects of central and peripheral attributes on trust differ depending on perceived risk. The results presented that structural assurance, information quality and service quality positively influence trust. Specifically, we found that the effect of information quality on trust significantly decreases when users perceive the risk. We provide a practical guidance for Fintech firms to effectively build user’s trust in Fintech.

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