소비자 혁신저항이 핀테크 플랫폼 사용의도에 미치는 영향: P2P 금융 플랫폼을 중심으로

This paper investigates the effect of consumers' innovation resistance on the intention to adopt the P2P (peer-to-peer) finance platform as one type of the “fintech” platform. To explore consumers' innovation resistance mechanism in this emerging market, we conducted an online survey on consumers who have experience investing in P2P finance platforms and collected 303 response data. Then, we performed the structural equation model to find the influencing factors on consumer behavior. The results reveal that resistance factors, such as cost rationality, suitability, and social effects, have negative effects on innovation resistance against P2P finance platforms. We also find that innovation characteristics, such as consumers' perceived benefits (trust) and risks, also significantly affect innovation resistance against P2P finance platforms. Moreover, we find that innovation resistance has a negative effect on the intention to use the P2P finance platforms. This study contributes to the prior literature as one of the first studies to investigate the mechanism of consumers' innovation resistance and the intention to adopt the fintech platform. We also suggest practical implications for managers and marketers in the industry, including the importance of trust management.