Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry

This study investigates the factors affecting customer use intentions of MyData services in the fintech industry, focusing on the mediating role of perceived value across informational, security, and service dimensions. Six independent factors were defined, namely, transparency, controllability, reliability, security, diversity, and personalization, in the context of the abovementioned dimensions, and their associations with perceived value and customer use intention were analyzed. The regression analysis results from a survey of 291 participants reveal that transparency, controllability, security, diversity, and personalization significantly enhance perceived value, whereas transparency, security, and personalization directly impact customer use intentions. Furthermore, perceived value plays a mediating role for all factors, except for reliability. These findings show that the independent and mediating factors identified in this study are meaningful in analyzing the relationship between MyData services and customer use intentions in the fintech industry.