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Data Security and Consumer Trust in Fintech Adoption
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Author(s): Shalini Ramaswamy (CMS Business School, Jain University (Deemed), India), Rajesh Shankaranarayana (Indian Institute of Management, Tiruchirappalli, India)and Oluwafemi O. Akanfe (Collat School of Business, The University of Alabama at Birmingham, USA)
Copyright: 2024
Pages: 14
Source title:
Utilizing Technology for Sustainable Resource Management Solutions
Source Author(s)/Editor(s): Kuldeep Singh (School of Management, Gati Shakti Vishwavidyalaya, Vadodara, India), Richa Singh Dubey (Motilal Nehru National Institute of Technology Allahabad (MNNIT) Allahabad, India), Douglas W.S. Renwick (Nottingham Business School, Nottingham Trent University, UK)and Rohan Crichton (David D. Reh School of Business, Clarkson University, USA)
DOI: 10.4018/979-8-3693-2346-5.ch018
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Abstract
The study aims to empirically investigate the role of consumer trust and data security in fintech adoption using the diffusion of innovation theory (DOI) and technology acceptance model (TAM) in India. The data of 200 respondents were collected through a self-administered survey. Further, the study explores the factors that influence users' perception towards data security and trust in fintech adoption. The findings highlight a strong relationship between consumer trust and the adoption of fintech services. Users who perceive a higher level of trust in the fintech platform's integrity and data security are more likely to embrace fintech services. The research also highlights the pivotal role of data security measures that fintech companies are expected to practice. This study will be an addition to the existing literature related to the significant role of trust and data security in fintech applications. This study could help industry practitioners and policymakers to foster a secure fintech environment.
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