| dc.description.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. | en_US |
