Integration of AIDA and the TPB on Cashless Fintech usage Interest

Abstract

This study integrated two theories: the Theory of Planned Behavior (TPB) and the AIDA (Attention Interest Desire Action) model, to understand interest in using cashless fintech and to assess the impact of marketing communication on consumer behavior. The study included culture as a factor believed to influence the intention to use cashless fintech. For the AIDA model, only the variables attention, interest, and desire were used, excluding action, as the study focused on consumer interest rather than the decision-making to use cashless fintech. The conceptual model and hypotheses combine key constructs from both models to predict behavioral intentions. This quantitative study involves residents of Ambon City and used Partial Least Square (PLS) analysis, a structural equation modeling (SEM) technique, to estimate the simultaneous effects between variables. The results revealed that first, integrating the AIDA model and TPB does not show AIDA as a stimulus for increased interest in fintech usage, with attention, interest, and desire negatively impacting behavior intention. Second, TPB, through its three constructs: attitude towards behavior, subjective norm, and perceived behavioral control, successfully explained fintech interest, and culture was found to have a significant influence on behavioral intention.

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