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This study investigates the adoption of artificial intelligence (AI)-powered financial technology (FinTech) services. While FinTech has grown in prominence to aid financial decision-making, AI-powered FinTech is a recent development with limited research. To understand user adoption, the ‘Unified Theory of Acceptance and Use of Technology’ (UTAUT) model is applied to explore user attitudes and behavioural intentions towards AI-powered FinTech. Survey data (n = 387) are analysed to assess how UTAUT applies in this context. Findings reveal that performance expectancy, directly and indirectly, influences user behavioural intentions through attitudes. Additionally, both user attitudes and the perception of human-like qualities (anthropomorphism) in AI directly impact behavioural intentions towards AI-powered FinTech. This research contributes to expanding UTAUT to AI-powered tools within FinTech and informs the development of design, development, and marketing strategies for the financial sector.

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Investigating User Acceptance of AI-Driven Fintech Services Through the Lens of the UTAUT Model

  • 会议论文

  • 发表日期：

    2025年

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  • Abeer F. Alkhwaldi,
  • Ibrahim A. Abu-AlSondos,
  • Maha Shehadeh,
  • Mousa Ajouz,
  • Amir A. Abdulmuhsin

摘要

This study investigates the adoption of artificial intelligence (AI)-powered financial technology (FinTech) services. While FinTech has grown in prominence to aid financial decision-making, AI-powered FinTech is a recent development with limited research. To understand user adoption, the ‘Unified Theory of Acceptance and Use of Technology’ (UTAUT) model is applied to explore user attitudes and behavioural intentions towards AI-powered FinTech. Survey data (n = 387) are analysed to assess how UTAUT applies in this context. Findings reveal that performance expectancy, directly and indirectly, influences user behavioural intentions through attitudes. Additionally, both user attitudes and the perception of human-like qualities (anthropomorphism) in AI directly impact behavioural intentions towards AI-powered FinTech. This research contributes to expanding UTAUT to AI-powered tools within FinTech and informs the development of design, development, and marketing strategies for the financial sector.