FinTech services from BigTech companies

Thomas Puschmann and Engjull Halimi

Systems Research and Behavioral Science, 2025, vol. 42, issue 6, 1493-1514

Abstract: The so‐called BigTech companies Amazon, Alphabet, Apple and Meta and are constantly attempting to grow into new business areas. Due to their expertise in data analysis, they have managed to quickly establish themselves in many industries as digital ecosystems and, as part of this strategy, are also expanding their footprint in financial services. However, the biggest challenge that BigTech companies are facing in financial services is customer acceptance. This paper contributes to the emerging field of digital ecosystems and the acceptance of sensitive services by users. Although the BigTech firms have gained much attention, only little empirical analysis is available. This paper aims to shed light on the determinants of customer acceptance of BigTech banking services. Based on a survey in Switzerland this research develops an analytic model to identify and test the relevant determinants. The results indicate that the strongest significant influences were found in subjective risk and trust which clearly demonstrates the still‐existing incumbents' advantage over the BigTech companies.

Date: 2025
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