Sustainable FinTech Innovation Orientation: A Moderated Model

Financial technology (otherwise known as FinTech) refers to a type of technology and innovation that tries to improve and automate the delivery and use of financial services. Despite the importance of this technology in people’s financial transactions in improving the management of their financial operations, processes, and lives, there is a lack of empirical evidence about sustainable FinTech services in the Jordanian context. Consequently, this research examines the factors that influence the acceptance of FinTech services, which have a variety of social, environmental, and ecological benefits. This study proposes an integrated model by combining the extended technology acceptance model (TAM) with the perceived enjoyment as an independent variable and electronic word of mouth (eWOM) as a moderator variable simultaneously. A total of 304 responses from Jordanian citizens were analyzed by the quantitative method of partial least squares structural equation modelling (PLS-SEM). The result confirmed that perceived usefulness and perceived enjoyment have a significant and positive influence on users’ decision to use FinTech services. Meanwhile, eWOM is found to moderate the relationship between perceived usefulness and Jordanians’ decisions to use FinTech services. Finally, this study provides practical implications for managers to encourage them to provide adequate, reliable, and sustainable services to their customers at a reasonable cost that fit their demands and ultimately improve their living standards. Current study limitations and future research directions are presented in the last section.