Интеграция AIDA и TPB для повышения интереса к использованию безналичных финансовых технологий

В исследовании авторы объединили две теории: теорию запланированного поведения (ТЗП) и модель AIDA (внимание, интерес, желание). Цель — понять, насколько потребители заинтересованы в безналичных финансовых технологиях, и оценить влияние маркетинговых коммуникаций. Учитывалась культура как фактор, влияющий на намерение использовать такие технологии. В модели AIDA использовались только три переменные: внимание, интерес и желание, без действия. Это связано с тем, что исследование было сосредоточено на интересе потребителей, а не на принятии решения об использовании безналичных финансовых технологий. Концептуальная модель и гипотезы объединили ключевые элементы обеих теорий для прогнозирования намерений. В исследовании участвовали жители города Амбон. Для анализа взаимосвязей между переменными применялись методы частичных наименьших квадратов (PLS) и моделирования структурными уравнениями (SEM). Результаты показали, что, во‑первых, интеграция модели AIDA и теории запланированного поведения не выявила, что модель AIDA стимулирует рост интереса к использованию финансовых технологий, а внимание, интерес и желание негативно влияют на поведенческие намерения. Во-вторых, TЗП, используя три своих конструкта: отношение к поведению, субъективную норму и предполагаемый поведенческий контроль, успешно объяснил интерес к финтеху и было обнаружено, что культура оказывает значительное влияние на намерение совершить действие.

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