Decoding Users’ Continuance Intentions towards Digital Financial Platforms in the Indian Economy

Anandhi Elangovan and Manivannan Babu
Additional contact information
Anandhi Elangovan: Bharathidasan School of Management, Bharathidasan University, Tamil Nadu, India
Manivannan Babu: Bharathidasan School of Management, Bharathidasan University, Tamil Nadu, India

International Review of Management and Marketing, 2024, vol. 14, issue 6, 213-222

Abstract: Indian financial sector has seen a dramatic change in recent years, with digital finance unlocking new possibilities for financial inclusion. This paper investigates the factors influencing the continuous usage intention and advocacy intention, regarding digital finance, in the Indian economy. Utilizing the Stimulus-Organism-Response (S-O-R) model, the study examines how ease of use, credibility and ubiquity (stimulus) could influence user trust, satisfaction, and engagement (organism), ultimately affecting their intention to use and recommend the service (response) continuously. Non-probability convenience sampling technique was used to select the study sample. Based on the results, features of digital financial platforms such as ease of use, credibility and ubiquity, were found to have a significant impact on user trust, satisfaction, and engagement. These factors partially mediate the stimulus and response variables. The research findings provide Digital Financial Service Providers (DFSPs) with practical guidance on creating and implementing user-centric platforms that create engagement and trust. User experience should be prioritized and making sure that platform should be accessible, easy to use and compatible with a variety of devices.

Keywords: Digital Finance Platform; Indian Economy; S-O-R Theory; Intention to Use; Indian Financial Sector; Fintech (search for similar items in EconPapers)
JEL-codes: A1 E5 E6 G1 O1 O3 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econjournals.com/index.php/irmm/article/download/17199/8338 (application/pdf)
https://www.econjournals.com/index.php/irmm/article/view/17199 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2024-06-22

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().