| Abstract [eng] |
The final Master Thesis examines the importance of the factors that determine consumer's attitudes towards innovation and analyzes their use in corporate communication with consumers. The paper reviews the peculiarities of the Fintech sector, theories of spreading innovations, and changing consumer behavior. According to the developed technology acceptance model, the product acceptance factors of “MoQ” and “Paysera” companies were determined and analyzed in communications. Based on the obtained data, the conclusions and recommendations of the final work are presented. Structure of the thesis: introduction, theoretical application of innovation communication and changes in consumer behavior in the Fintech sector, empirical part, conclusions and suggestions, literature lists. The thesis consists of 58 p. of text without appendixes, 24 pictures, 7 tables, 50 biblio-graphical entries. Work appendices are attached separately. |
