UNDERSTANDING THE INTENTION OF MILLENNIAL GENERATION ON INVESTMENT THROUGH THE FINANCIAL TECHNOLOGY APPLICATION

Chalimatuz Sa’diyah · Yeyen Pratika

11 citations0/0 files storedInternational Journal of Economics Business and Accounting Research (IJEBAR)

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FinTech, Crowdfunding, Digital Finance Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

The financial technology (fintech) companies utilize social media for many purposes. The increasing of digitalization in the fintech companies make consumers easier to make a purchase or an investment. This condition provides a phenomenon in which young generation is willing to invest their funds through fintech system. The purpose of this study is to examine whether social media marketing influences the intention of the young generation in investing. A total of 208 respondents coming from millennial generation involved in this study. Structural Equation Modeling (SEM) was used to analyze this research with the results showing that perceived relevance, informativeness, and utilitarian motivation have significant effect on millennial generation's intention to invest. In addition, perceived relevance and informativeness also influence utilitarian motivation.

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2000Multivariate Data Analysis 2020Setting the future of digital and social media marketing research: Perspectives and research propositions 2017Defining “Fake News”2006The effects of utilitarian and hedonic online shopping value on consumer preference and intentions 2018Investigating the impact of social media advertising features on customer purchase intention 2016Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity 2019Adoption Intention of Fintech Services for Bank Users: An Empirical Examination with an Extended Technology Acceptance Model 2020Understanding fintech continuance: perspectives from self-efficacy and ECT-IS theories

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