A Study on the Intention of Financial Consumers to Accept AI Services Using UTAUT Model

Purpose: The purpose of this study was verifying factors that affect to intention to use AI financial services and finding a way of building an user oriented AI ecology.Methods: This study used the UTAUT (Unified Theory of Acceptance and Use of Technology) model with independent variables such as performance expectancy, effort expectancy, social influence, facilitating conditions, trust, personal innovativeness and AI understanding as moderating variable. The data was collected through online & offline survey with questionnaire from 330 financial customers.Results: As a result, the analysis suggested that the performance expectancy, social influence, facilitating conditions, personal innovativeness are statistically significant to the intention to use AI. It was also found that AI knowledge of users differently influence the intention to use through the moderating effect on the facilitating conditions.Conclusion: Performance expectancy, social influence, facilitating conditions, personal innovativeness have positive causation to the intention to use in AI financial service. On the facilitating conditions, unlike other variables, it was found that the user's intention to use was different by the level of AI understanding. It means that customers could have the strong intention to use AI even though they don't have enough pieces of knowledge on the factors. Customers seem to be of recognition that the technology has certain benefits for themselves. The facilitating factors are significantly affected by AI understanding and differently effect on the intention to use AI.