Factors Shaping The Customer Perceptions That Influence The Intention To Continue Using Fintech Services: The Case Applied To University Students In Ho Chi Minh City

Abstract

This study investigated the factors influencing the continued intention to utilize Fintech services among university students in Ho Chi Minh City. An extended UTAUT2 model incorporating Hedonic Motivation and Habit was employed to provide a comprehensive framework for understanding Fintech adoption behavior in this key demographic. The findings confirmed that all eight proposed factors – Performance Expectancy, Effort Expectancy, Facilitating Conditions, Social Influence, Hedonic Motivation, Habit, Price Value, and Perceived Technology Security – positively influence students' continued intention to use Fintech. These results offer valuable insights for both Fintech businesses and future researchers. For Fintech businesses, the study emphasizes the importance of prioritizing user experience and gamification to create enjoyable and engaging platforms. Additionally, fostering habit formation through intuitive interfaces and personalized recommendations is crucial for long term user engagement. Addressing core functional needs, ensuring adequate infrastructure, and leveraging social influence through partnerships and referral programs are also recommended. For future researchers, the study suggests broadening the scope to explore generalizability across different demographics and cultural contexts. Investigating additional factors like financial literacy and risk perception, and employing longitudinal and qualitative research methods are highlighted as valuable avenues for future research. By understanding these factors influencing Fintech adoption among university students, Fintech companies can develop effective strategies to attract and retain this critical demographic, while future research can further refine our understanding of this evolving domain.