Data Security, Customer Trust and Intention for Adoption of Fintech Services: An Empirical Analysis From Commercial Bank Users in Pakistan

The research aims to empirically investigate the effect of perceived easiness of use (PEU), perceive usefulness (PU), data security (DAS) on adoption intention of Fintech services through Fintech promotion (FP), and customer trust (CT) in commercial banks of Pakistan using Technology Acceptance Model (TAM) in Pakistan. The data of 297 banking services users were collected through self-administered survey. This quantitative study employs cross sectional research design, and data was analyzed through Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique. The regression results indicate that DAS, PEU, PU, FP, CT have positive and significant influence on adoption intention of Fintech Services. The PEU, DAS, PU also have positive and significant effect on CT. In addition, customers' perception about DAS and PEU also have a positive and significant influence on customers' perception about importance of FP. On the contrary, FP has insignificant effect on CT and PU also has insignificant effect on FP. Based on researchers findings, this study would be an addition to the existing literature pertaining to adoption of Fintech services by providing novel understanding about the determinants of users' behavior for adoption of Fintech services. Therefore, this study could help to regulators that how data security through proper IT infrastructure could help to increase the adoption of Fintech. Moreover, findings of the study also indicates that it is precisely important for Fintech innovators to understand their customers' attitude regarding transparency of data and its security. Such operational activities enable customers to be aware of adequate use of their data and its secure storage.