Going beyond adoption: Unveiling the drivers of customer continuance intentions to use FinTech in Ethiopia

Abstract

Purpose: The purpose of this study is to explore the factors influencing customers’ continuance intention to use financial technology (FinTech) by integrating the technology acceptance model (TAM) and the expectation-confirmation model (ECM).
Design/methodology/approach: A self-administered survey was distributed to 320 bank customers in Ethiopia to gather data. The research model was tested using partial least squares structural equation modelling (PLS-SEM).
Findings/results: The results indicate that both perceived usefulness and perceived ease of use have significant effects on customer satisfaction, which, in turn, significantly influences the continuance intention to use FinTech. In addition, expectation confirmation was found to significantly moderate the relationship between perceived usefulness and customer satisfaction, although it had no significant moderating effect on the relationship between perceived ease of use and customer satisfaction.
Practical implications: The study suggests that banks should focus on enhancing the perceived usefulness and ease of use of FinTech services to increase customer satisfaction and encourage continued usage. It also highlights the importance of managing customer expectations to improve their satisfaction levels and promote long-term engagement with FinTech services.
Orignality/value: This study contributes to theoretical research by extending the understanding of the TAM and ECM in the context of FinTech adoption. A unique aspect of this study is its examination of the mediating role of expectation confirmation in shaping customer satisfaction and continuance intention. Furthermore, the study enriches the literature on customers’ continuance intention to use FinTech, offering valuable insights for banks aiming to strengthen their relationships with FinTech users.