This research investigates the factors that shape consumers’ continuance intention in using Shariah-compliant Fintech Peer-to-Peer (P2P) financing. In particular, it highlights the moderating roles of brand schematicity and digital financial literacy, while also considering the influence of psychographic and demographic segmentation among Indonesian users of Fintech services.
Using a quantitative approach, the study surveyed 386 respondents across Indonesia. The data were analyzed through Structural Equation Modelling (SEM) to test direct, moderation, and multigroup hypotheses.
The results show that commitment to the status quo has a direct, positive, and significant impact on continuance intention. Moreover, the relationship between use behavior and continuance intention is further strengthened by brand schematicity, facilitating conditions, and the value of status quo. Multigroup analysis also reveals a key difference between urban and rural respondents, where digital financial literacy significantly influences continuance intention.
These findings provide valuable insights for Fintech companies and policymakers seeking to design effective strategies that not only enhance continuance intention but also encourage greater adoption of Shariah-based P2P financing platforms. Strengthening brand schematicity and digital literacy can also improve customer loyalty in the long term.
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