The Influence of Perceived Benefit, Attitude, and Trust on Behavioral Intention: A Case Study of Chinese Users Towards Yu’E Bao’s FinTech Products and Services in Beijing, China

Abstract

This research main’s objectives were to study and investigate whether the three factors including perceived benefit, attitude, and trust has influence on customers or users’ behavioral intention towards Yu’E Bao’s Fintech products and services or not. The research method of the current was quantitative method, questionnaire was used as the research instrument, and the the sample group of the research was 400 respondents of Chinese users of Yu’E Bao’s FinTech products and services in Beijing, China. The statistics used for analyzed the collected data included frequency, percentage, mean, standard deviation, and multiple linear regression analysis.

The results of the research showed that perceived benefit, attitude, and trust has statistically influence on users’ behavioral intention towards Yu’E Bao’s Fintech products and services at significance level of 0.05, the research result also revealed that perceived benefit has the strongest influence on user’s behavioral intention. This research has practical implication for Yu’E Bao to enhance its customers or users’ behavioral intention towards the platform’s Fintech products and services, Yu’E Bao should pay more attention to increase the perceived benefit of the Fintech products and services, nurture positive and increase positive attitude among the users, and built strong trust reputation among the users.