AUTHOR=Gong Xiuyuan , Zheng Xiaofeng , Li Qinqin 

TITLE=How Does Personality Trait Affect Online Financial Service Use of College Students in China?

JOURNAL=Frontiers in Psychology

VOLUME=Volume 13 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.847335

DOI=10.3389/fpsyg.2022.847335

ISSN=1664-1078

ABSTRACT=Online financial service is an essential part of consumption services provided by companies in modern society. It is vital to figure out the underlying mechanisms that influence online financial service use of college students in China, which is seldom explored. Drawing upon theory of planned behavior (TPB), this present study explores the effect of personality trait (i.e., materialism) and its joint effect with attitude on online financial service use of college students. Moreover, we examined the interaction effects of key variables in TPB in the context of online financial service. The results indicated that materialism value of Chinese college students has no direct effect on their intention to use online financial service, but exerts an indirect effect through their attitude toward online financial service. College students’ attitude and perceived behavioral control are associated with their subjective norm, and in turn affect their use intention of online financial service. In addition, perceived risk and perceived usefulness of online financial service also affect use intention through attitude and perceived behavioral control. The discussion of key findings, implications, and conclusions are provided.