Factors Affecting the Adoption Intention of Using Fintech Payments: A Case in the Tourism Sector

Abstract

Fintech is increasingly asserting its role in the financial sector with many advanced payment products and services, creating strong competition with traditional banking services. In the context of fierce competition in the payment market, understanding customer behavior when using Fintech services is extremely important, especially in the tourism sector. This study aims to identify the factors that influence both customer intention and trust in using Fintech payments, while also emphasizing the central role of ease of use and transformation. Using the extended Technology Acceptance Model (TAM), the study integrates factors such as user innovation, government support, brand image, and risk perception to clarify the mechanism of trust formation and behavioral intention to accept Fintech payments. The results show that risk perception is an important factor in measuring the influence of these relationships, whereas brand perception and government support are the factors with the least impact on the intention to adopt Fintech payment services. An important implication of the study is the integration of these factors into the technology acceptance model in the Fintech context, which has addressed the psychological and practical factors of technology application in life that academic research is very interested in. In addition, the results also provide practical suggestions for Fintech companies in optimizing user experience and promoting digital transformation, thereby meeting customer needs and increasing competitive advantage.