International Journal of Financial Studies, Год журнала: 2025, Номер 13(1), С. 36 - 36
Опубликована: Март 3, 2025
The aim of this study is to examine the factors that drive Saudi Arabian Generation Z’s intention use voice assistants (VAs) in banking. Technology Acceptance Model (TAM) was extended by incorporating three additional constructs: subjective norms, which capture social influence close relationships, including family and friends; personal innovativeness, reflects openness new technologies characteristic Z; perceived trust, addresses concerns related security reliability are critical financial contexts, thereby enhancing our understanding phenomenon among Z. A survey 292 Z respondents collected structural equation modeling (SEM) employed for data analysis. findings reveal such as usefulness, attitude, trust all have a significantly positive impact on AI-enabled VAs Additionally, results indicate usefulness influenced ease use, while attitude affected trust. Despite government’s support initiatives development AI-fintech industry, there still lack about consumer behavioral toward Arabia and, particularly This contributes existing literature provides valuable recommendations policymakers fintech service providers seeking implement effective enrich consumers’ engagement experience.
Язык: Английский