Service Characteristics and Customer Use Intention in Peer-to-Peer Platforms

Purpose: This study examines the relationship between key service characteristics and customer use intention in peer-to-peer(P2P) platforms, explicitly modeling the mediating role of perceived risks. Research design, data and methodology: Five independent factors assurance, intermediation, security, trustworthiness, and technological maturity were identified as key service characteristics that influence user perceptions and intentions. Conclusions: Among the service characteristics, assurance and security influenced customer use intention through the mediation of perceived risks, while intermediation and trustworthiness had a direct impact on customer use intention. However, technological maturity did not significantly affect customer use intention and did not serve as a mediator for perceived risks. Conclusions: The results of this empirical analysis underscore the necessity of strategically prioritizing the reduction of perceived risks and the enhancement of trust, rather than relying solely on technology, within the rapidly evolving digital financial ecosystem.