Original research

AI-ENABLED FINTECH SERVICE FEATURES AND BEHAVIORAL INTENTION TO USE ONLINE PAYMENT SERVICES: THE MEDIATING ROLE OF CONSUMER TRUST AND THE MODERATING ROLE OF BLOCKCHAIN TRANSPARENCY

Pages 337-350

10.61552/JEMIT.2026.03.010

Thaingar Aung Soe, Arkar Htet, Yu Thwe

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Abstract This study examines the relationships between AI-enabled FinTech service features and consumers’ behavioral intention to use online payment services. It further investigates the mediating role of consumer trust and the moderating role of blockchain transparency in the first stage of the trust-formation process. Approach/Design/Methodology: A quantitative cross-sectional survey design was employed, and 500 valid responses were obtained through structured questionnaires. The proposed model included AI-enabled personalization, machine-learning risk assessment, AI-enabled customer service quality, online payment convenience, and payment protection security as independent variables. Consumer trust was positioned as the mediator, blockchain transparency as the moderator, and behavioral intention to use online payment services as the dependent variable. SPSS and AMOS were used to conduct descriptive analysis, data screening, reliability testing, confirmatory factor analysis, structural equation modeling, mediation analysis, first-stage moderation analysis, and moderated mediation analysis. The results confirmed acceptable reliability, convergent validity, and construct validity. The structural equation model demonstrated good model fit (CMIN/DF = 1.116; CFI = .991; RMSEA = .015). The findings indicate that AI-enabled FinTech service features were positively associated with consumer trust and behavioral intention to use online payment services, while the direct path from blockchain transparency to behavioral intention was not statistically significant. Consumer trust partially mediated the relationships between AI-enabled FinTech service features and behavioral intention. The study provides empirical evidence on how consumer trust explains the relationship between perceived AI-enabled service features and behavioral intention to use online payment services, and how blockchain transparency strengthens the trust-formation process.

Keywords: Artificial Intelligence, AI-enabled FinTech Services, Online Payment Services, Consumer Trust, blockchain transparency, Behavioral Intention.

Recieved: 18.04.2026. Revised: 03.06.2026. Accepted: 01.07.2026.