Perceptions of Financial AI Assistants and Intentions Toward AI-Assisted Financial Products: Case Study in Vietnam

Thanh Hung Nguyen and Trong Quang Vu
Additional contact information
Thanh Hung Nguyen: Thuongmai University, Vietnam
Trong Quang Vu: Thuongmai University, Vietnam

International Journal of Asian Business and Information Management (IJABIM), 2025, vol. 16, issue 1, 1-17

Abstract: Artificial intelligence (AI) has evolved for several decades. Much research has focused on how financial institutions should design, build, and operate AI-assisted financial products and services and how customers perceive and adopt individual AI assistants. Nonetheless, separating the perceptions of the AI assistants and the intentions toward their respective offerings is inadequate. This study implemented a case study with Vietnamese university students (n = 458) to examine a theoretical model involving four AI-assistant attributes (anthropomorphism, security, performance, and effort), trust, and six intentions. It found that perceived anthropomorphism, performance (usefulness), and effort (ease of use) could significantly affect intentions to various degrees; the tendency to trust significantly mediated these associations. Perceived security did not show any significant influence. Implications for improving students' financial knowledge and habits and scheduling financial products and services were discussed based on these observations.

Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJABIM.371629 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jabim0:v:16:y:2025:i:1:p:1-17

Access Statistics for this article

International Journal of Asian Business and Information Management (IJABIM) is currently edited by Patricia Ordóñez de Pablos

More articles in International Journal of Asian Business and Information Management (IJABIM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().