Higher innovativeness, lower technostress?: comparative study of determinants on FinTech usage behavior between Korean and Chinese Gen Z consumers
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 12 October 2022
Issue publication date: 27 June 2023
Abstract
Purpose
The study aims to verify and compare the relationship of consumer innovativeness and technostress for FinTech usage behavior of Korean and Chinese Gen Z consumers.
Design/methodology/approach
The study proposes an integrative causal model derived from consumer innovativeness, technostress, and FinTech usage intention of the Korean and Chinese Gen Z consumers and test the causal relationships using structural equation modeling (SEM).
Findings
The study results showed that social innovativeness negatively affected the three dimensions of technostress and had a significant positive impact on FinTech usage intention for all samples. Hedonist innovativeness had no significant positive impact on FinTech usage intention for all samples, but it differently affected the three sub-dimensions of technostress (uncertainty, invasion, and complexity) for each sample.
Originality/value
This study presents nascent literature on the causal relationships of consumer innovativeness, technostress, and FinTech usage behavior for Korean and Chinese Gen Z consumers.
Keywords
Acknowledgements
The author thanks the editors and anonymous reviewers for their valuable comments and suggestions that improved the quality of the paper significantly. This paper was supported by the DG Research Fund of Dongguk University Wise Campus.
Citation
Lee, Y.-K. (2023), "Higher innovativeness, lower technostress?: comparative study of determinants on FinTech usage behavior between Korean and Chinese Gen Z consumers", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 7, pp. 1663-1681. https://doi.org/10.1108/APJML-05-2022-0402
Publisher
:Emerald Publishing Limited
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