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The study objective is to investigate the factors affecting the consumer awareness and acceptance towards FinTech products and services in Malaysia. In this study, first, it is to identify the factors that affect the consumer awareness and acceptance towards FinTech products and services in Malaysia. Second, it is to develop a conceptual framework which included the independent variables such as usefulness, ease of use, relative advantage, perceived risk, perceived cost, and mediating effect of awareness of consumers with the dependent variable of the consumer acceptance towards FinTech products and services. The expected output of this study could help FinTech companies to make the right decisions in promoting their products and services in the country. The findings of this study would be benefiting them to develop more personalized products and services for the Malaysian consumers.
Jin et al. (Tue,) studied this question.