ADOPTION OF ARTIFICIAL INTELLIGENCE IN INVESTMENT DECISION-MAKING: INVESTIGATING THE ROLE OF AWARENESS AND TRUST
DOI:
https://doi.org/10.59415/mjacs.269Keywords:
Artificial Intelligence, Awareness, Trust, Investment Decision, Retail Investors.Abstract
Artificial Intelligence (AI) has deeply influenced financial services and witnessed a transformative change in investment behaviour and decision-making. This study examines the role of AI in shaping investment behaviour by focusing on three constructs: Awareness of AI tools, trust in AI tools and investment behaviour. Structured questionnaire is used to collect date from 150 respondents. Structural Equation Modelling was used to analyse the data using SmartPLS 4 software. Findings of the study revealed that awareness of AI technology enhances trust in AI tools, which positively impacts investment behaviour and trust mediates the relationship significantly. This study highlights increasing reliance on AI tools for trading and investment decisions. By addressing the role of AI awareness in influencing trust and behaviour, this study provides actionable insights for integrating AI tools into investment decision-making.
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