ADOPTION ATTITUDE AND CONTINUANCE INTENTION TO ONLINE FINFLUENCER VIDEO USAGE: THE ROLE OF TRUST

Abstract

The popularity of online financial videos created by finfluencers (finance influencers) has increased significantly in recent years, with a notable and enduring user preference for financial content encompassing general economic news, cryptocurrencies, stocks, and other investment instruments. This study investigated the antecedents of attitude towards watching online finfluencer videos and the factors influencing viewers' intention to continue watching them. In order to address this issue, a model is developed that examines trust-based determinants, as well as additional antecedents, including perceived usefulness (PU), perceived ease of use (PEU), perceived content quality (PCE), perceived behavioral control (PBC), and subjective norm (SN), perceived enjoyment (PE), and perceived behavioral control (PBC), as factors that impact users' attitude towards watching online finfluencer videos. We also explore financial literacy's role in moderating the relationship between trust-based determinants and other antecedents and attitude toward watching online financial videos created by influencers. This study is intended to provide insights into the antecedents of attitude towards watching online financial videos and continuance intention to use them. Online content creators can use the findings of this study to develop strategies to increase the popularity of their online financial videos.