IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2024-06-22.html
   My bibliography  Save this article

Decoding Users’ Continuance Intentions towards Digital Financial Platforms in the Indian Economy

Author

Listed:
  • Anandhi Elangovan

    (Bharathidasan School of Management, Bharathidasan University, Tamil Nadu, India)

  • Manivannan Babu

    (Bharathidasan School of Management, Bharathidasan University, Tamil Nadu, India)

Abstract

Indian financial sector has seen a dramatic change in recent years, with digital finance unlocking new possibilities for financial inclusion. This paper investigates the factors influencing the continuous usage intention and advocacy intention, regarding digital finance, in the Indian economy. Utilizing the Stimulus-Organism-Response (S-O-R) model, the study examines how ease of use, credibility and ubiquity (stimulus) could influence user trust, satisfaction, and engagement (organism), ultimately affecting their intention to use and recommend the service (response) continuously. Non-probability convenience sampling technique was used to select the study sample. Based on the results, features of digital financial platforms such as ease of use, credibility and ubiquity, were found to have a significant impact on user trust, satisfaction, and engagement. These factors partially mediate the stimulus and response variables. The research findings provide Digital Financial Service Providers (DFSPs) with practical guidance on creating and implementing user-centric platforms that create engagement and trust. User experience should be prioritized and making sure that platform should be accessible, easy to use and compatible with a variety of devices.

Suggested Citation

  • Anandhi Elangovan & Manivannan Babu, 2024. "Decoding Users’ Continuance Intentions towards Digital Financial Platforms in the Indian Economy," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 213-222, October.
    • Handle: RePEc:eco:journ3:2024-06-22
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/17199/8338
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/17199
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Onofrei, George & Filieri, Raffaele & Kennedy, Lorraine, 2022. "Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors," Journal of Business Research, Elsevier, vol. 142(C), pages 100-112.
    2. Mohamad Noorman Masrek & Muhammad Syafiq Abdul Halim & Asad Khan & Ishak Ramli, 2018. "The Impact of Perceived Credibility and Perceived Quality on Trust and Satisfaction in Mobile Banking Context," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 8(7), pages 1013-1025, July.
    3. Merhi, Mohamed & Hone, Kate & Tarhini, Ali, 2019. "A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust," Technology in Society, Elsevier, vol. 59(C).
    4. V. Anandhabalaji & Manivannan Babu & J. Gayathri & J. Sathya & G. Indhumathi & R. Brintha & Justin Nelson Michael, 2023. "Examining the Volatility of Conventional Cryptocurrencies and Sustainable Cryptocurrency during Covid-19: Based on Energy Consumption," International Journal of Energy Economics and Policy, Econjournals, vol. 13(6), pages 344-352, November.
    5. Naznin Sultana Chaity & Shahriar Bin Kabir & Parul Akhter & Rifat Parveen Bokhari, 2024. "How Financial Literacy Impacts Financial Well-Being: The Influence of Financial and Technical Efficacy," International Journal of Economics and Financial Issues, Econjournals, vol. 14(2), pages 207-217, March.
    6. Peterson K. Ozili, 2018. "Impact of digital finance on financial inclusion and stability," Borsa Istanbul Review, Research and Business Development Department, Borsa Istanbul, vol. 18(4), pages 329-340, December.
    7. Vuong, Bui Nhat & Hieu, Vo Thi & Trang, Ngo Thi Thuy, 2019. "An empirical analysis of mobile banking adoption in Vietnam," OSF Preprints 6dzyq, Center for Open Science.
    8. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.
    9. repec:hal:journl:hal-04779109 is not listed on IDEAS
    10. Akdim, Khaoula & Casaló, Luis V. & Flavián, Carlos, 2022. "The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    11. Ozili, Peterson Kitakogelu, 2018. "Impact of Digital Finance on Financial Inclusion and Stability," MPRA Paper 84771, University Library of Munich, Germany.
    12. Kasilingam, Dharun Lingam, 2020. "Understanding the attitude and intention to use smartphone chatbots for shopping," Technology in Society, Elsevier, vol. 62(C).
    13. Li, Jie & Wu, Yu & Xiao, Jing Jian, 2020. "The impact of digital finance on household consumption: Evidence from China," Economic Modelling, Elsevier, vol. 86(C), pages 317-326.
    14. Carlos Correa & David Alarcón & Ignacio Cepeda, 2021. "“I am Delighted!”: The Effect of Perceived Customer Value on Repurchase and Advocacy Intention in B2B Express Delivery Services," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    15. Su-Chang Chen & Kuo Cheng Chung & Ming Yueh Tsai, 2019. "How to Achieve Sustainable Development of Mobile Payment through Customer Satisfaction—The SOR Model," Sustainability, MDPI, vol. 11(22), pages 1-16, November.
    16. Milad Dehghani, 2018. "Exploring the motivational factors on continuous usage intention of smartwatches among actual users," Behaviour and Information Technology, Taylor & Francis Journals, vol. 37(2), pages 145-158, February.
    17. Peter Gomber & Jascha-Alexander Koch & Michael Siering, 2017. "Digital Finance and FinTech: current research and future research directions," Journal of Business Economics, Springer, vol. 87(5), pages 537-580, July.
    18. Mohamad Noorman Masrek & Muhammad Syafiq Abdul Halim & Asad Khan & Ishak Ramli, 2018. "The Impact of Perceived Credibility and Perceived Quality on Trust and Satisfaction in Mobile Banking Context," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 8(7), pages 1013-1025.
    19. Alalwan, Ali Abdallah, 2020. "Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse," International Journal of Information Management, Elsevier, vol. 50(C), pages 28-44.
    20. Manivannan Babu & A. Antony Lourdesraj & Gayathri Jayapal & G. Indhumathi & J. Sathya, 2022. "Effect of COVID-19 Pandemic on NSE Nifty Energy Index," International Journal of Energy Economics and Policy, Econjournals, vol. 12(4), pages 141-145, July.
    21. Ho, Jonathan C. & Wu, Chorng-Guang & Lee, Chung-Shing & Pham, Thanh-Thao T., 2020. "Factors affecting the behavioral intention to adopt mobile banking: An international comparison," Technology in Society, Elsevier, vol. 63(C).
    22. Khushnuma Khan & Matloob Ullah Khan & Neha Gupta & Garishma Gulyani & Poonam Singh & Ishrat Rasool & Syeedun Nisa, 2024. "Extension of the UTAUT Model: Assessing the Impact of Consumers’ Financial Literacy on Intention to Adopt Cryptocurrency Platforms in India," International Journal of Economics and Financial Issues, Econjournals, vol. 14(5), pages 37-46, September.
    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. Ren, Xiaohang & Zeng, Gudian & Zhao, Yang, 2023. "Digital finance and corporate ESG performance: Empirical evidence from listed companies in China," Pacific-Basin Finance Journal, Elsevier, vol. 79(C).
    2. Yue, Sishi & Yang, Mo & Dong, Dayong, 2024. "Do enterprises adopting digital finance exhibit higher values? Based on textual analysis," The North American Journal of Economics and Finance, Elsevier, vol. 73(C).
    3. Yaqoob, Tanzeela & Maqsood, Arfa, 2024. "The potency of time series outliers in volatile models: An empirical analysis of fintech, and mineral resources," Resources Policy, Elsevier, vol. 89(C).
    4. Zhou, Chao & Liao, Jinglin, 2024. "Home country digital finance development and post-entry internationalization speed of emerging market SMEs: Empirical evidence from China," International Review of Financial Analysis, Elsevier, vol. 91(C).
    5. Minli Yu & Fu-Sheng Tsai & Hui Jin & Hejie Zhang, 2022. "Digital finance and renewable energy consumption: evidence from China," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-19, December.
    6. Xiuxiu Jiang & Xia Wang & Jia Ren & Zhimin Xie, 2021. "The Nexus between Digital Finance and Economic Development: Evidence from China," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    7. Niyati Jain & T. V. Raman, 2022. "A partial least squares approach to digital finance adoption," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(4), pages 308-321, December.
    8. Dan Luo & Man Luo & Jiamin Lv, 2022. "Can Digital Finance Contribute to the Promotion of Financial Sustainability? A Financial Efficiency Perspective," Sustainability, MDPI, vol. 14(7), pages 1-29, March.
    9. PU, Zhengning & FEI, Jinhua, 2022. "The impact of digital finance on residential carbon emissions: Evidence from China," Structural Change and Economic Dynamics, Elsevier, vol. 63(C), pages 515-527.
    10. Yan, Bin & Wang, Feng & Chen, Tian & Liu, Siyu & Bai, Xiaoxuan, 2023. "Digital finance, environmental regulation and emission reduction in manufacturing industry: New evidence incorporating dynamic spatial-temporal correlation and competition," International Review of Economics & Finance, Elsevier, vol. 83(C), pages 750-763.
    11. Dongjing Chen & Xiaotong Guo, 2023. "Impact of the Digital Economy and Financial Development on Residents’ Consumption Upgrading: Evidence from Mainland China," Sustainability, MDPI, vol. 15(10), pages 1-25, May.
    12. Song, Quanyun & Li, Jie & Wu, Yu & Yin, Zhichao, 2020. "Accessibility of financial services and household consumption in China: Evidence from micro data," The North American Journal of Economics and Finance, Elsevier, vol. 53(C).
    13. Gallego-Losada, María-Jesús & Montero-Navarro, Antonio & García-Abajo, Elisa & Gallego-Losada, Rocío, 2023. "Digital financial inclusion. Visualizing the academic literature," Research in International Business and Finance, Elsevier, vol. 64(C).
    14. Rui Ding & Siwei Shen & Yuqi Zhu & Linyu Du & Shihui Chen & Juan Liang & Kexing Wang & Wenqian Xiao & Yuxuan Hong, 2023. "Evolution, Forecasting, and Driving Mechanisms of the Digital Financial Network: Evidence from China," Sustainability, MDPI, vol. 15(22), pages 1-18, November.
    15. Isaac Appiah-Otoo & Na Song, 2021. "The Impact of Fintech on Poverty Reduction: Evidence from China," Sustainability, MDPI, vol. 13(9), pages 1-13, May.
    16. Lanhua Zhang & Manxiu Ning & Chaoying Yang, 2023. "Evaluation of the Mechanism and Effectiveness of Digital Inclusive Finance to Drive Rural Industry Prosperity," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    17. Xiuxiu Jiang & Xia Wang & Jia Ren & Zhimin Xie, 2023. "Digital economy, agglomeration, and entrepreneurship in Chinese cities," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(1), pages 359-370, January.
    18. Lin Tai & Fu Xiaopeng & Gong Ting & Xu Xinpeng & Stavros Sindakis & Gazal Showkat, 2024. "Assessing the Relationship Between Digital Inclusive Finance and the Well-Being of Elderly Individuals: A Study of Life Satisfaction," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 9597-9628, June.
    19. Baptiste Venet, 2019. "Fintech and Financial Inclusion," Post-Print hal-02294648, HAL.
    20. Heping Ge & Lianzhen Tang & Xiaojun Zhou & Decai Tang & Valentina Boamah, 2022. "Research on the Effect of Rural Inclusive Financial Ecological Environment on Rural Household Income in China," IJERPH, MDPI, vol. 19(4), pages 1-16, February.

    More about this item

    Keywords

    Digital Finance Platform; Indian Economy; S-O-R Theory; Intention to Use; Indian Financial Sector; Fintech;
    All these keywords.

    JEL classification:

    • A1 - General Economics and Teaching - - General Economics
    • E5 - Macroeconomics and Monetary Economics - - Monetary Policy, Central Banking, and the Supply of Money and Credit
    • E6 - Macroeconomics and Monetary Economics - - Macroeconomic Policy, Macroeconomic Aspects of Public Finance, and General Outlook
    • G1 - Financial Economics - - General Financial Markets
    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

    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:eco:journ3:2024-06-22. 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: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    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.