The intention to Use AI-based Fintech Services in Vietnam: An Integration of SOR and UGT

Abstract

Purpose: This study focuses on clarifying the mediating role of emotional factors in explaining the relationship between AI characteristics and intention to use AI based Fintech services.
Design/methodology/approach: The research model is built on the SOR model and UGT theory combined with AI characteristics in the Fintech context. The study uses quantitative research on 400 users of AI based Fintech services in Vietnam.
Findings: The study supported all 8 proposed hypotheses, in which intelligence has the strongest impact on all three factes of emotion, anthropomorphism has the weakest impact, and gratification is the most important emotional factor driving intention to use AI based Fintech services.
Originality/value: The study expands the traditional technology acceptance framework, emphasizing the role of enjoyment and gratification in the Fintech area. The study identifies an important hierarchy: intelligence is the strongest determinant of emotion, clarifying the argument that AI design should prioritize performance over humanization in Fintech services.