Digital innovation is challenging the traditional way of offering financial services to companies;the so-called Fintech phenomenon refers to startups that use the latest technologies to offer innovative financial serv...Digital innovation is challenging the traditional way of offering financial services to companies;the so-called Fintech phenomenon refers to startups that use the latest technologies to offer innovative financial services.Within the framework of the Theory of Planned Behavior(TPB)and the Theory of Reasoned Action(TRA),the primary purpose of this paper is to develop a causal-predictive analysis of the relationship between Subjective Norms,Attitudes,and Perceived Behavioral Control with the Intention to Use and Behavioral Use of the Fintech services by companies.Partial Least Squares Structural Equation Modeling methodology was used with data collected from a survey of 300 companies.Our findings support the TRA and TPB models and confirm their robustness in predicting companies’intention and use of Fintech services.Financial technology innovators must understand the processes involved in users’adoption to design sound strategies that increase the viability of their services.Studying the antecedents of behavioral intention to adopt Fintech services can greatly help understand the pace of adoption,allowing these players to attract and retain customers better.This study contributes to the literature by formulating and validating TPB to predict Fintech adoption,and its findings provide useful information for banks and Fintech companies and lead to an improvement in organizational performance management in formulating marketing strategies.展开更多
Raising ecological awareness and health concerns create question marks about healthiness and sustainability of conventional foods in customers＇ minds. Due to augmented mass media coverage of environmental problems, h...Raising ecological awareness and health concerns create question marks about healthiness and sustainability of conventional foods in customers＇ minds. Due to augmented mass media coverage of environmental problems, health concerns related to consumption of genetically modified food and/or chemical contaminants in food, and consumers＇ increasing interest in healthy nutrition and environmental protection, there is a growing interest for organic foods in all over the world. Growing interest for organic foods, and increasing production and demand in organic food market has made organic food consumption a significant topic of research. Although organic food market and demand for organic foods have also been growing in Turkey, literature regarding organic food consumption is not very extensive. Therefore, this study aims to understand the underlying motives for organic food consumption in Turkey, and to explore the factors affecting Turkish consumers＇ attitudes towards organic foods and the behavioral intention of Turkish consumers to purchase organic food by the help of the theory of reasoned action （TRA）. The results of 622 successful surveys used for this empirical research indicate that Turkish consumers＇ attitudes towards organic foods are determined by perception of organic foods, consumer values, and price perception, while their purchase intention is determined by health consciousness, perception of organic foods, consumer values, price perception, and environmental concerns.展开更多
基金funded by the University of Seville under grant to the Research Group[SEJ-566].
文摘Digital innovation is challenging the traditional way of offering financial services to companies;the so-called Fintech phenomenon refers to startups that use the latest technologies to offer innovative financial services.Within the framework of the Theory of Planned Behavior(TPB)and the Theory of Reasoned Action(TRA),the primary purpose of this paper is to develop a causal-predictive analysis of the relationship between Subjective Norms,Attitudes,and Perceived Behavioral Control with the Intention to Use and Behavioral Use of the Fintech services by companies.Partial Least Squares Structural Equation Modeling methodology was used with data collected from a survey of 300 companies.Our findings support the TRA and TPB models and confirm their robustness in predicting companies’intention and use of Fintech services.Financial technology innovators must understand the processes involved in users’adoption to design sound strategies that increase the viability of their services.Studying the antecedents of behavioral intention to adopt Fintech services can greatly help understand the pace of adoption,allowing these players to attract and retain customers better.This study contributes to the literature by formulating and validating TPB to predict Fintech adoption,and its findings provide useful information for banks and Fintech companies and lead to an improvement in organizational performance management in formulating marketing strategies.
文摘Raising ecological awareness and health concerns create question marks about healthiness and sustainability of conventional foods in customers＇ minds. Due to augmented mass media coverage of environmental problems, health concerns related to consumption of genetically modified food and/or chemical contaminants in food, and consumers＇ increasing interest in healthy nutrition and environmental protection, there is a growing interest for organic foods in all over the world. Growing interest for organic foods, and increasing production and demand in organic food market has made organic food consumption a significant topic of research. Although organic food market and demand for organic foods have also been growing in Turkey, literature regarding organic food consumption is not very extensive. Therefore, this study aims to understand the underlying motives for organic food consumption in Turkey, and to explore the factors affecting Turkish consumers＇ attitudes towards organic foods and the behavioral intention of Turkish consumers to purchase organic food by the help of the theory of reasoned action （TRA）. The results of 622 successful surveys used for this empirical research indicate that Turkish consumers＇ attitudes towards organic foods are determined by perception of organic foods, consumer values, and price perception, while their purchase intention is determined by health consciousness, perception of organic foods, consumer values, price perception, and environmental concerns.
