Continuance Intention of Fintech Peer-to-Peer (P2P) Financing Shariah: Moderation Role of Brand Schematicity and Digital Financial Literacy

This research examines the continuance intention of Fintech Peer-to-Peer (P2P) Financing Shariah by considering the moderating roles of brand schematicity and digital financial literacy. This study will explore consumers' psychographic and demographic segmentation utilizing Fintech services, focusing on brand schematicity and digital financial literacy. The research adopts a quantitative approach and collects data through a survey questionnaire from 386 respondents in Indonesia. The data is analyzed using structural equation modelling (SEM) to test the proposed direct, moderation, and multigroup hypotheses. The results indicate that the commitment to status quo has a direct, positive, and significant impact on continuance intention. The relationship between use behaviour and continuance intention is significantly strengthened by brand schematicity, facilitating conditions, and value of status quo. Furthermore, the findings from the multigroup analysis reveal a significant difference in the relationship between digital financial literacy and continuance intention among rural and urban respondents. This research provides valuable insights for Fintech companies and policymakers looking to develop strategies that enhance individuals' continuance intention, promote the adoption of Shariah-based P2P financing platforms, and improve customer loyalty through brand schematicity.