Drivers of financial app usage in China: an integrated theoretical model

Abstract This study investigates the determinants of users’ continued engagement with financial applications in China by integrating two well-established theoretical frameworks, the technology acceptance model (TAM) and the theory of planned behavior (TPB), which are examined through the lens of task‒technology fit (TTF). Employing a mixed-method approach, the first study analyzed responses from 1122 Chinese financial app users gathered through a questionnaire-based survey, using covariance-based structural equation modeling (CB-SEM) for analysis. The second study validated the factors adopted in study one by analyzing 5475 online customer reviews on the use of financial apps to uncover the key themes. The findings demonstrate a comprehensive understanding, revealing that task‒technology fit significantly influences perceived ease of use (PEOU) and perceived usefulness (PU). These factors, along with attitudes, subjective norms, and perceived behavioral control (PBC), predict users’ behavioral intentions to use financial apps. This research offers valuable insights and practical recommendations for app developers, marketers, and policymakers aiming to improve user retention and engagement in the dynamic Chinese fintech landscape.