Understanding Consumers' Continuous use of Fintech Solutions in Emerging Economies: A Blended Theory Approach (2024)

This study explores the continuous use of financial technology (Fintech) solutions in an emerging economy, integrating insights from the theory of planned behavior, the antecedent-behavior-consequence (A-B-C) model, and the gender schema theory. Using longitudinal data from a two-wave quantitative study (Study 1, n = 777 and Study 2, n = 515) alongside qualitative data from 28 (Study 3) mobile money service users in Ghana, the results show a significant relationship between behavioral attitudes and subjective norms on intention to use mobile payments across both waves. This intention aligns with the A-B-C model, predicting actual user behavior in Study 2 but not in Study 1. Over time, however, actual usage was observed to lead to the continued use of mobile money services. Furthermore, gender significantly moderated the relationship between intention and actual usage, supporting the gender schema theory in driving financial inclusion in developing economies but only in Study 1. As time progressed, the disparity in Fintech usage related to age and educational levels became evident. By integrating concepts from marketing, psychology, and social theory, this study contributes novel findings to enrich the understanding of consumer's continuous use of Fintech in emerging economies.