Unveiling Influential Factors of Customer’s Usage of Fintech Products in Banking Sector amidst COVID-19: A Moderated Mediating Approach

Abstract

This study explores factors that affect bank customers’ behavioral intention to adopt and use Fintech products and services during the Covid-19 pandemic, in Pakistan. It also examines the moderating impact of gender on the perception and usage of Fintech products in the banking sector, in Pakistan. A cross-sectional study was conducted. Banking customer intentions were holistically measured using the Technology Acceptance Model (TAM). The variables privacy, trust, and social behavior were integrated into the Unified Theory of Acceptance and Use of Technology (UTAUT). A questionnaire was distributed and returned by 324 people using convenience sampling. Model 10 and 4 of Process Macros v 3.5 of SPSS were used for data analysis. The results revealed that perceived privacy, trust, and social influence significantly impact banking customers’ behavioral intention to use Fintech products, reflected in their actual usage of Fintech products during the era of the COVID-19 pandemic, in Pakistan. Results demonstrated that gender moderates the impact of social influence on behavioral intentions. This study recommends that banking managers strategically enhance and tailor their Fintech offerings, considering gender-specific preferences, to effectively position their products.