Исследование намерений применения финтеха среди микро-, малых и средних предприятий кулинарного сектора после COVID-19: модерирующая роль знаний о финтехе
Аннотация
В настоящее время отсутствует интегрированная модель, объединяющая UTAUT2 и теорию диффузии инноваций для объяснения намерений использования финтеха микро-, малыми и средними предприятиями (МСП) кулинарного сектора в постковидный период. Настоящее исследование выявляет факторы, влияющие на намерения применения финтеха МСП, и определяет роль знаний о финтехе как модерирующей переменной. В проведенном опросе приняло участие 291 предприятие кулинарного сектора из четырех районов провинции Западная Суматра (Индонезия). Для анализа значимых факторов, влияющих на принятие финтеха кулинарными МСП, использовался метод структурного моделирования с частичными наименьшими квадратами (SEM-PLS). Проведена оценка модели для достижения приемлемого соответствия. Результаты исследования позволили выявить пять прямых связей между факторами и намерениями применения финтеха: ожидание усилий, социальное влияние, условия инфраструктуры, ценностная значимость и знания о финтехе. Кроме того, знания о финтехе модерируют связь между ожиданием производительности и намерениями применения финтеха: при более высоком уровне знаний эта связь усиливается. Аналогичным образом знания о финтехе выступают модератором между ожиданием усилий и намерениями принятия финтеха. Полученные выводы имеют практическое значение для государственных программ, направленных на повышение уровня знаний о финтехе среди кулинарных МСП. Финтех-компании могут влиять на ожидание усилий, условия инфраструктуры, социальное влияние и ценностную значимость, чтобы повысить намерение принятия финтеха предприятиями. В теоретическом плане исследование вносит вклад в развитие Единой теории принятия и использования технологий 2 (UTAUT2) и теории диффузии инноваций.
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