APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE LEARNING OF FINANCE - BANKING STUDENTS: SPECIFIC BARRIERS AT TAY BAC UNIVERSITY

Abstract

This study evaluates the current status and factors influencing the application of Artificial Intelligence (AI) in the learning of Finance - Banking (F&B) students at Tay Bac University. Utilizing a combination of qualitative analysis with 12 semi-structured interviews and a screening survey of 50 students, the research explores their perceptions, behaviors, and experiences when applying AI tools. Data analysis is based on an extended Unified Theory of Acceptance and Use of Technology (UTAUT) theoretical framework. The results indicate that AI has become prevalent with a predominantly positive attitude among students. Students hold high expectations regarding AI’s performance in aiding idea generation, saving time, and enhancing learning quality. However, the study also highlights specific barriers inherent to the mountainous region that govern usage behavior, including: (1) Unstable network infrastructure and lack of essential equipment; (2) English language barriers affecting the ability to exploit specialized professional data; and (3) Concerns regarding academic integrity, such as misuse and plagiarism. The research suggests that intervention should shift from focusing on technology acceptance to emphasizing the quality and equity of AI use. It proposes strengthening digital literacy training by integrating AI into the F&B curriculum and providing technological infrastructure support for students to optimize the role of technology in enhancing the quality of human resource training in the Tay Bac region.