Redefining Fintech adoption in emerging market: extending the ISSM model

Raigul D. Doszhan (), Tolkyn B. Zhumadilova (), Bakytgul Zh. Zhakupova (), Meruyert Daribayeva (), Manaf Al-Okaily () and Aijaz A. Shaikh ()
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Raigul D. Doszhan: Al-Farabi Kazakh National University
Tolkyn B. Zhumadilova: Al-Farabi Kazakh National University
Bakytgul Zh. Zhakupova: Aktobe Regional University named after K. Zhubanov
Meruyert Daribayeva: Al-Farabi Kazakh National University
Manaf Al-Okaily: Jadara University
Aijaz A. Shaikh: The Institute of Information and Computational Technologies

Journal of Financial Services Marketing, 2025, vol. 30, issue 3, No 3, 18 pages

Abstract: Abstract This article examines the ongoing usage behavior of consumers utilizing Fintech services in a developing country. It proposes extensions to the ISSM model that include trust, security, and value for sustained use and e-WoM. The data, collected through a pretested survey with purposive sampling, yielded 421 responses from January to March 2024. These responses were analyzed using SmartPLS statistical software 4.0. The major findings suggest that consumer sustained usage behavior is significantly and positively influenced by perceived trust, information quality, service quality, and perceived value. Additionally, sustained usage behavior has a significant and positive influence on consumers' e-word of mouth. This article focuses on Fintech usage in Kazakhstan, a developing country, addressing a gap in existing research that predominantly centers on developed economies. Moreover, this context offers unique insights due to its rapid digital transformation initiatives and significant challenges in financial inclusion.

Keywords: Fintech; ISSM model; Sustained usage behavior; Perceived value; Perceived trust; Perceived security; e-word of mouth (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41264-025-00312-z

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