Psychological drivers of e-impulsive buying: investigating the mediating role of loneliness coping strategies in fintech adoption contexts

This study explores the factors influencing the adoption of fintech during and after the COVID-19 pandemic, alongside the impact of loneliness on fintech usage. Government-imposed lockdowns, aimed at controlling the virus spread, created a unique opportunity to enhance fintech services to address reduced social interaction. Improved fintech solutions, emphasising convenience and user-friendliness, allowed individuals to purchase essential and entertainment products, potentially alleviating loneliness. Data from 220 online surveys revealed that lockdown measures, positive e-reviews, and user satisfaction significantly boost the intention to adopt fintech. Additionally, fintech services facilitated a favourable shopping environment under lockdown conditions. The study also identifies loneliness as a mediator between shopping enjoyment and impulsive buying behaviour. These findings, analysed using SmartPLS and structural equation modelling (SEM), underscore the dual role of fintech in addressing both transactional needs and emotional well-being during crises. The insights can guide stakeholders in enhancing financial inclusion, resilience, and user engagement in post-pandemic scenarios.