| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 107 === While more Fintech are being developed and applied in practice, there is few research exploring consumer behavior when knowing or using Fintech products. The study aims at investigating consumer resistance toward FinTech products. It applies the Grounded Theory thorough conducting in-depth interviews with 35 consumers across Taiwan. The data finally leads to 13 propositions which build up the conceptual framework to explain the relationship between consumer characteristics, FinTech product characteristics, the category of innovation resistance behavior and causes of resistance behavior.
It found out consumer with little acceptance and trust toward innovation or low willingness toward active self-learning tend to refuse understanding FinTech products in the Knowledge Stage. Moreover, it supposes that the degree of negativity of consumer relative attitude is positive relative to the susceptibility of psychological barriers driven by defects of FinTech products; furthermore, the results of consumers’ experiences in using innovative products or traditional financial services could strengthen their recognition or denial toward product characteristics. Finally, four dimensions of products characteristics trigger barriers in the resistance process. That is, product innovative characteristics, traditional alternatives characteristics, financial service characteristics and security mechanism. Higher compatibility and trialability trigger psychological barriers; in addition, lower compatibility and trialability trigger functional barriers. Higher multi-functionality of traditional alternatives and complexity of financial services could make product value barriers easier to trigger by the deficiency of FinTech products. The deficiency of security mechanism could trigger information security risk barriers.
In conclusion, consumers’ attitude, personality and experiences were discovered to be the origin of consumer resistance psychology when FinTech products characteristics were supposed to be the trigger for the final resistance behavior.
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