IDEAS home Printed from https://ideas.repec.org/a/sae/metjou/v24y2025i2p195-201.html

Antecedent Effect of Government Support, Brand Image, and User Innovativeness on Attitude Towards the Adoption of Fintech Services

Author

Listed:
  • Priyanka Anand
  • Manjari Agarwal

Abstract

The main objective of this article is to find out association of Government Support (GI), Brand Image (BI) and User Innovativeness (UI) on attitude towards adoption of fintech services by customers of cooperative banks of Delhi, India. Present study is a descriptive study for which primary data was collected by circulating well-designed questionnaire through online mode. In the questionnaire questions were based on five-point likert scale for both dependent or independent variables. Purposive sampling technique was opted from a sample of 682 respondents. The validity and reliability of constructs were verified with the help of confirmatory factor analysis (CFA) technique using analysis of moments structures (AMOS). Goodness of fit of the model and regression among variables were verified by using structural equation modeling (SEM) approach. The results showed that the Government support, Brand Image and User Innovativeness had a considerable connection with the Attitude towards adoption of fintech services provided by banks. This empirical research seeks to establish a fundamental success factor as well as an additional driver for fintech establishments. The findings would help mobile service businesses and banks to understand the economy of scope in providing services at a low cost while offering optimal social benefits. The research will help financial institutions to gain insight into how to provide finance services via using updated technology in order to manage cross-border operations for low-income consumers in remote areas. The results of the study clearly indicated a robust connection amongst Government support (GS), Brand Image (BI) and User Innovativeness (UI) with attitude towards adoption of fintech services. Based on the findings of the study it is utmost essential on the part of policy makers to come up with economic reforms and technological reforms for ensuring robust financial growth.

Suggested Citation

  • Priyanka Anand & Manjari Agarwal, 2025. "Antecedent Effect of Government Support, Brand Image, and User Innovativeness on Attitude Towards the Adoption of Fintech Services," Metamorphosis: A Journal of Management Research, , vol. 24(2), pages 195-201, December.
    • Handle: RePEc:sae:metjou:v:24:y:2025:i:2:p:195-201
    DOI: 10.1177/09726225251323027
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/09726225251323027
    Download Restriction: no
    File URL: https://libkey.io/10.1177/09726225251323027?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Liudmila Zavolokina & Mateusz Dolata & Gerhard Schwabe, 2016. "The FinTech phenomenon: antecedents of financial innovation perceived by the popular press," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 2(1), pages 1-16, December.
    2. Thomas Leicht & Anis Chtourou & Kamel Ben Youssef, 2018. "Consumer innovativeness and intentioned autonomous car adoption," Post-Print hal-02511554, HAL.
    3. Eunil Park & Heetae Kim & Jay Y. Ohm, 2015. "Understanding driver adoption of car navigation systems using the extended technology acceptance model," Behaviour and Information Technology, Taylor & Francis Journals, vol. 34(7), pages 741-751, July.
    4. Moritz Paulus & Slawka Jordanow & Jan Andre Millemann, 2022. "Adoption Factors of Digital Services—A Systematic Literature Review," Service Science, INFORMS, vol. 14(4), pages 318-350, December.
    5. Stephen L. Shapiro & Lamar Reams & Kevin Kam Fung So, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Taylor & Francis Journals, vol. 22(2), pages 235-246, April.
    6. Kamini Rai & Abha Gupta & Anshu Tyagi, 2021. "Personality Traits Leads to Investor’s Financial Risk Tolerance: A Structural Equation Modelling Approach," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 46(4), pages 422-437, November.
    7. Shapiro, Stephen L. & Reams, Lamar & So, Kevin Kam Fung, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Elsevier, vol. 22(2), pages 235-246.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cheng-Wen Lee & Avi Sunani & Ping-Hung Chen, 2026. "Borrowers’ Adoption of FinTech Lending in Indonesia: An Expanded TAM Approach," Journal of Risk & Control, SCIENPRESS Ltd, vol. 13(1), pages 1-3.
    2. Daniel Martínez-Cevallos & Alejandra Proaño-Grijalva & Mario Alguacil & Daniel Duclos-Bastías & David Parra-Camacho, 2020. "Segmentation of Participants in a Sports Event Using Cluster Analysis," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    3. Ozgur Yayla & Arif Aytekin & Fatih Uslu & Gozde Seval Ergun & Huseyin Keles & Yigit Guven, 2023. "How Does the Experience Quality of Recreational Activities Organized within the Scope of Public Health Affect Perceived Value, Satisfaction and Behavioral Intentions of Individuals?," IJERPH, MDPI, vol. 20(6), pages 1-16, March.
    4. Eunyoung Choi & Kun Chang Lee, 2019. "Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context," Sustainability, MDPI, vol. 11(22), pages 1-24, November.
    5. Paloma Escamilla-Fajardo & Mario Alguacil & Ana M. Gómez-Tafalla, 2021. "Effects of Entrepreneurial Orientation and Passion for Work on Performance Variables in Sports Clubs," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    6. Yunduk Jeong & Suk-Kyu Kim & Jae-Gu Yu, 2021. "Examining the Process Behind the Decision of Sports Fans to Attend Sports Matches at Stadiums Amid the SARS-CoV-2 Pandemic: The Case of South Korea," Sustainability, MDPI, vol. 13(6), pages 1-14, March.
    7. Al-Sharafi, Mohammed A. & Alzaeemi, Shehab Abdulhabib & Albashrawi, Mousa & Dwivedi, Yogesh K. & Alahmad, Rasha & Chae, Inyoung, 2026. "A longitudinal consumer feedback analytics approach for theory building and testing: Examining consumer satisfaction and loyalty in buy now, pay later (BNPL) platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    8. Pappas, Nikolaos, 2023. "Came and gone? A longitudinal study of the effects of COVID-19 on tourism purchasing intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. Jung-Sup Bae & Weisheng Chiu & Sang-Back Nam, 2021. "Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League," Sustainability, MDPI, vol. 13(6), pages 1-13, March.
    10. Lin Shi & Jiayi Xie, 2025. "Decoding Chinese Consumers’ Acceptance of Digital Collectibles: A Structural Equation Model Integrating Perceived Value, Risk and Regulatory Factors," SAGE Open, , vol. 15(4), pages 21582440251, October.
    11. Quansah, Tommy Kweku & Lang, Markus & Mühlbacher, Hans, 2025. "Deriving pleasure from other people’s pain: The influence of vicarious pain on viewing intentions for violent sports," Journal of Business Research, Elsevier, vol. 199(C).
    12. Aaryan Gupta & Vinya Dengre & Hamza Abubakar Kheruwala & Manan Shah, 2020. "Comprehensive review of text-mining applications in finance," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 6(1), pages 1-25, December.
    13. Dai, Qi & Jiang, Yuanyuan, 2026. "Front or back? The impact of AI information presentation order on purchase intentions at different AI innovation locus," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    14. Yang, Heetae, 2024. "The utility of remote work solutions in the post-pandemic era: Exploring the mediating effects of productivity and work flexibility," Technology in Society, Elsevier, vol. 78(C).
    15. Anita Mirchandani & Namrata Gupta & Esinath Ndiweni, 2020. "Understanding the Fintech Wave: A Search for a Theoretical Explanation," International Journal of Economics and Financial Issues, Econjournals, vol. 10(5), pages 331-343.
    16. Li, Dun & Huang, Youlin & Qian, Lixian, 2022. "Potential adoption of robotaxi service: The roles of perceived benefits to multiple stakeholders and environmental awareness," Transport Policy, Elsevier, vol. 126(C), pages 120-135.
    17. Mohd Fairuz Adnan & Erisya Nadira Efendi & Muhammad Wafiy Asyraf Zamri & Nuremilianatasha Ridwan & Yusrah Yusoff, 2025. "Factors Influencing User Retention and User Experience in Malaysian Fintech," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(3), pages 3259-3272, March.
    18. Fateh Saci & Sajjad M. Jasimuddin, 2025. "Emergence of Fintech in the Financial Landscape: Stakes of Fintech and Competition with Traditional Banks," Post-Print hal-05462400, HAL.
    19. Lee, Changju & Bae, Bumjoon & Lee, Yu Lim & Pak, Tae-Young, 2023. "Societal acceptance of urban air mobility based on the technology adoption framework," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    20. Shalini Talwar & Nourah O. Alshaghdali & Bhumika Gupta & Enrico Battisti, 2026. "Climate Finance for Sustainable Development: Substantive Agendas and Future Directions," Sustainable Development, John Wiley & Sons, Ltd., vol. 34(1), pages 321-337, February.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:metjou:v:24:y:2025:i:2:p:195-201. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.