Examining the factors influencing fintech adoption behaviour of gen Y in India

Abstract

AbstractThe main impetus of the research is to inquire into the fintech adoption behaviour of India’s GenY population. The focus of this research paper is to enlarge the scope of the planned behaviour theory by including other exogenous variables, information quality (IQ), and readiness to pay for privileges. Responses from the 349 selected higher education students based on judgmental sampling were collected from various institutes of repute in India. The suggested framework was evaluated using the Smart PLS 4 software bootstrapping method. It was found that multiple hypotheses framed in the study exert notable impact besides the belief that there is a direct linkage between observed behavioural control (OBC) and actual intention (AI). The paper confirms the application of the theory of planned behaviour for the effective implementation of fintech in India. It was observed that information quality is one of the crucial elements which influences the fintech adoption behaviour. The research enriches past studies by expanding the blueprint of a theory of planned behaviour by identifying the information quality factor as the influencing intent and behaviour. The reliability and validity of the suggested framework were analyzed after keeping in mind the impact of a business environment’s constantly changing dynamic forces. The study identified the primary constructs affecting the fintech adoption behaviour with a particular focus on the GEN Y population of India. It will also help the financial technocrats to optimally utilize the immense underlying capabilities of the fintech users and strategically launch more user-friendly products and services.

Keywords

• Theory of planned behaviour
• fintech
• privilege pay
• information quality
• user friendly