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Along with the development of Fintech, many scholars have studied how information technology is applied to financial services with a focus on extended methods for application. Few scholars have studied the influence mechanism behind the adoption of Fintech services. This paper proposes an improved technology acceptance model (TAM) that incorporates user innovativeness, government support, brand image, and perceived risk as determinants of trust to investigate how users adopt Fintech services. We designed a questionnaire, sent it to active customers of the Hefei Science and Technology Rural Commercial Bank, and obtained 387 eligible responses. We analyzed the data with a structural equation model (SEM) to test the hypotheses, including the relationships of all latent variables. The results reveal that users’ trust in Fintech services has a very significant influence on users’ attitudes for adoption. In addition, perceived ease of use and perceived risk does not affect users’ attitudes toward the adoption regarding Fintech services. This study contributes to the literature of the adoption of Fintech services by providing a more comprehensive view of the determinants of users’ attitudes by combining trust of Fintech services with TAM.
Zhong-qing et al. (Thu,) studied this question.