In quest of perceived transaction cost's impact on fintech users' intention: the moderating role of situational factors

Studies show that Pakistan has made significant advancements in financial technology. However, the costs that prevent a client from using fintech are still unclear. This study aims to analyze the perceived transaction cost-related factors that affect their intention to fintech while having the moderating effects of situational factors. The data collected from an online questionnaire was used to test a structural equation model with Smart PLS 3 analysis. The survey included a two-part form with five-point Likert scales, receiving 276 replies from diverse backgrounds during a three-month online survey. This paper, which is based on Transaction Cost Economics, Innovation Diffusion Theory, and Belk's Theory, hypothesizes that five antecedents influence consumers' perceived transaction cost (PTC) of fintech, including dependability (beta = -0.223), uncertainty (beta = 0.204), asset specificity (beta = 0.203), convenience (beta = -0.186), complexity (beta = 0.181). The intention of consumers to use fintech for online shopping or service utilization is negatively correlated with PTC. When acting as a moderator, situational factors such as the pandemic and impending police, and environmental and physical surroundings are found to be necessary. Customers have difficulty connecting specific reasons for not utilizing fintech to financial concerns. A negative association exists between perceived transaction cost and intention to use fintech. It is discovered that environmental and physical surroundings entirely counteract perceived transaction costs' detrimental effects on intention to use.