International Journal of Bank Marketing, Journal Year: 2025, Volume and Issue: unknown
Published: March 24, 2025
Purpose Despite widespread interest in fintech product investment, financial literature lacks the operationalization of scientific attributes products. Additionally, dual processing theory has been overlooked by marketing scholars domain. The purpose this research is to introduce a new “Financial and Technology” framework inspired using cryptocurrency case. Design/methodology/approach Given limited scholarship focusing on science literacy investment scenarios, prior main study data collection, pretest involving discussion with industrial academic experts was undertaken appreciate context. In addition, survey 213 college students at university southwest United States undertaken. involved two extensive surveys 543 from same Study 1 782 Mturk members public 2. Findings combines influence (i.e. interest, knowledge insights into blockchain technology [BCT]) profitability perceived security) individuals’ intention (CII). results across different populations highlight importance both learning anticipation rewards predicting behavior. also indicate literacy’s progressive invest populations. More specifically, uncover an interesting contradiction: advanced understanding underlying technologies hampers younger generation’s CII. However, among public, novelty plays most critical role intention. Research limitations/implications first contribution concerns proposition “Fin + Tech” incorporating reward security within context behavioral second levels BCT – namely, insights. These three constructs represent status call for more attention prerequisites. third paper finds that population features behavior outcomes. Concerning limitations study, cross-sectional use are weaknesses, as they affect generalizability. Originality/value Our findings high-end itself purchase, so practitioners may have target those lower professional or understanding. conventional wisdom which holds deepened technological mechanisms would increase behaviors does not hold our generation. This raises question how marketers can best communicate their desired audiences (e.g. detailed introductions should be). Almost all cryptocurrencies introduced very vague, complicated, terminologies. practice seems be emphasizing increased potential value returns while keeping communication substantially simpler transparent.
Language: Английский