The Mediating Role of Value Congruence in Service Trust and Fintech Usage Among Millenials

Abstract

The role of fintech in increasing people's financial inclusion is growing rapidly, especially in the millennial generation. Millennials often use fintech for many transactions, such as financial planning, investment, and financial transactions (payment, saving, etc.) One important factor that influences the use of fintech is service trust. However, it turns out that service trust cannot always affect the use of fintech, so further research is needed on factors that can mediate the relationship between service trust and fintech use. The purpose of this study is to investigate whether value congruence can be a mediator in connecting service trust and fintech use. Furthermore, whether value in use can increase the use of fintech, this research method uses quantitative methods through surveys by sending questionnaires. The data collection method uses a purposive sampling method, and we used the Partial Least Square analysis tool for data analysis. This research found that value congruence mediates between service trust and the use of fintech. This research proves that value congruence, namely services that are unique, creative, independent, and can meet user needs, will increase the use of fintech. This research contributes to fintech companies that they must pay attention to value congruence if they want their fintech products used by millennial consumers. The research gap in this study is some inconsistency throughout several previous studies and research.