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http://dx.doi.org/10.14400/JDC.2017.15.4.171

Understanding Acceptance of Fintech Service in Korea: Focused on Decomposed TPB into TAM  

Joo, Jihyuk (Depart. of Media & Communication, Far East University)
Publication Information
Journal of Digital Convergence / v.15, no.4, 2017 , pp. 171-179 More about this Journal
Abstract
This study explored an appropriate research model that could explain and predict the spread of fintech, a new financial services in Korea. We reviewed two theoretical frameworks, theory of planned behavior(TPB) and technology acceptance model(TAM), which are frequently cited to explain human behavior and new technology adoption, respectively. Then, we proposed a decomposed theory of planned behavior(DTPB) as a research model and examined the model through PLS path modeling. As a result, every path except PEOU-ATT path in TAM is significant, and the explanatory power toward behavioral intention(R2=0.573) is also significantly greater in the proposed model. Accordingly, the proposed DTPB is appropriate to explain the spread of fintech in Korea. Finally, suggestions for the following studies are discussed.
Keywords
Fintech; Theory of planned behavior; Technology acceptance model; Decomposed theory of planned behavior; PLS path modeling;
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