THE IMPACT OF BRAND AND SERVICE TRUST ON THE INTENTION TO USE FINANCIAL TECHNOLOGY: THE MEDIATING ROLE OF PERCEIVED EASE OF USE

Abstract

This study aims to explore the structural relationships among brand and service trust, perceived ease of use, and fintech usage intention. The study is based on survey data collected from 412 users in the Southeast region. The results show that brand and service trust, as well as perceived ease of use, have a positive impact on fintech usage intention. The study also reveals that the relationship between brand and service trust and usage intention is moderated by perceived ease of use. This underscores the importance of building brand and service trust, as well as improving the perceived ease of use of fintech to drive usage intention. Fintech service providers need to focus on enhancing brand credibility, improving service quality, and enhancing user experience to attract and retain customers.