Fintech Perceived Usefulness, Ease Of Use Among Consumers And Its Effect On Satisfaction And Continuous Usage: An Impractical Study On STC Pay And Apple Pay In Saudi Arabia’s Retail Sector


  • Noura Abdulaziz Alshathry College of Business Administration, MBA Candidate at King Saud University, Saudi Arabia
  • Soad Abdullah Almeshal Department of Marketing, College of Business Administration, King Saud University, Saudi Arabia.



FinTech, Saudi Arabia customers, Countiouos usage, satisfaction, perceived usefulness, perceived ease of use


This paper study the effect of perceived ease of use and perceived usefulness on customers' satisfaction with FinTech and its impact on the continuous usage of FinTech among Saudi customers. A survey was conducted using an electronic and self-administered questionnaire. A total of 250 questionnaires were distributed among Saudi users of FinTech services. The valid questionnaires were 121; they were tested using SPSS and AMOS. This study examines the following factors: perceived ease of use and perceived usefulness as independent factors and included satisfaction as a mediator factor to study how it mediates the relationship between the independent factors and the dependent factor. The continuous usage of FinTech was the dependent factor. Results reveal that both perceived ease of use and perceived usefulness have a significant effect on customer satisfaction, and the three variables have a significant positive effect on the continuous usage of FinTech among Saudi customers. Conclusion, study limitations, and future studies were provided.


Download data is not yet available.


Abubotain, F., & Chamakiotis, P. (2020). FinTech in the Saudi Context.

Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Tamilmani, K., & Dwivedi, Y. K. (2018). Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust. Technology in Society, 55(June), 100–110.

Bhardwaj, G. N., Sinha, G., & Pal, S. (2019). FinTech and the Younger Generation †. In The IUP Journal of Information Technology.

Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Sage focus editions, 154, 136-136.‏

Calvo-Porral, C., Faíña-Medín, A., & Nieto-Mengotti, M. (2017). Exploring technology satisfaction: An approach through the flow experience. Computers in Human Behavior, 66, 400–408.

Chuang, L.-M., Liu, C.-C., & Kao, H.-K. (2016). The Adoption of Fintech Service: TAM perspective. In International Journal of Management and Administrative Sciences (IJMAS (Vol. 3). Retrieved from

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339.

Duma, F., & Gligor, R. (2018). Study regarding Romanian students’ perception and behaviour concerning the fintech area with a focus on cryptocurrencies and online payments. Online Journal Modelling the New Europe, (27), 86–106.

Evans, J. R., & Mathur, A. (2005). The value of online surveys. Internet Research, 15(2), 195–219.

Hu, Z., Ding, S., Li, S., Chen, L., & Yang, S. (2019). Adoption intention of fintech services for bank users: An empirical examination with an extended technology acceptance model. Symmetry, 11(3).

Huang, J. (2017). How Mobile Payment Is Changing The World.

Huei, C. T., Cheng, L. S., Seong, L. C., Khin, A. A., & Bin, R. L. L. (2018). Preliminary Study on Consumer Attitude towards FinTech Products and Services in Malaysia Aye Aye Khin Preliminary Study on Consumer Attitude towards FinTech Products and Services in Malaysia. In International Journal of Engineering & Technology (Vol. 7). Retrieved from

Kim, G., Shin, B., & Lee, H. G. (2009). Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems Journal, 19(3), 283–311.

Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896.

Liu, S. Q., & Mattila, A. S. (2019). Apple Pay: Coolness and embarrassment in the service encounter. International Journal of Hospitality Management, 78, 268–275.

Livne, G., Simpson, A., & Talmor, E. (2011). Do Customer Acquisition Cost, Retention and Usage Matter to Firm Performance and Valuation? Journal of Business Finance and Accounting, 38(3–4), 334–363.

Lule, I. ;Omwansa tonny K., & Mwololo Waema, T. (2012). Application of Technology Acceptance Model ( TAM ) in M-Banking Adoption in Kenya. International Journal of Computing and ICT Research, 6(1), 31–43.

McDonald, R. P., & Marsh, H. W. (1990). Choosing a multivariate model: Noncentrality and goodness of fit. Psychological bulletin, 107(2), 247

Moon, J.-W., & Kim, Y.-G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217–230. Retrieved from

Motta, E., Cattaneo, A., & Gurtner, J.-L. (2013). Mobile Devices to Bridge the Gap in VET: Ease of Use and Usefulness as Indicators for Their Acceptance. Journal of Education and Training Studies, 2(1), 165–179.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of Service Quality. Journal of Retailing, 64(1), 12–37.

Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903.

Rojas-Osorio, M., & Alvarez-Risco, A. (2019). Intention to use smartphones among Peruvian university students. International Journal of Interactive Mobile Technologies, 13(3), 40–52.

Rucker, D. D., Preacher, K. J., Tormala, Z. L., & Petty, R. E. (2011). Mediation Analysis in Social Psychology: Current Practices and New Recommendations. Social and Personality Psychology Compass, 5(6), 359–371.

Ryu, H. S. (2018). What makes users willing or hesitant to use Fintech?: the moderating effect of user type. Industrial Management and Data Systems, 118(3), 541–569.

Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65–75.

Tam, C., & Oliveira, T. (2016). Understanding the impact of m-banking on individual performance: DeLone & McLean and TTF perspective. Computers in Human Behavior, 61, 233–244.

Tran, T. A., Han, K. S., & Yun, S. Y. (2018). Factors influencing the intention to use mobile payment service using fintech systems: Focused on Vietnam. The Asian International Journal of Life Sciences, 15(3), 1731–1747.

Varga, D. (2017). Fintech, the New Era of Financial Services. Vezetéstudomány / Budapest Management Review, 48(11), 22–32.

Weinstein, A. (2002). Customer retention: a usage segmentation and customer value approach. Journal of Targeting,Measurement And Analysis for Marketing, 10(3), 259–268.

Wu, M., Jayawardhena, C., & Hamilton, R. (2014). A comprehensive examination of internet banking user behaviour: evidence from customers yet to adopt, currently using and stopped using. Journal of Marketing Management, 30(9–10), 1006–1038.




How to Cite

Alshathry, N. A. ., & Almeshal, S. A. . (2022). Fintech Perceived Usefulness, Ease Of Use Among Consumers And Its Effect On Satisfaction And Continuous Usage: An Impractical Study On STC Pay And Apple Pay In Saudi Arabia’s Retail Sector. INTERNATIONAL JOURNAL OF MANAGEMENT &Amp; INFORMATION TECHNOLOGY, 17, 1–14.