A Case Study of the Technology Acceptance Model of Fintech Companies Using AI in Fintech Innovations

Last modified: June 17, 2024
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Title: A Case Study of the Technology Acceptance Model of Fintech Companies Using AI in Fintech Innovations

Author: Qi Yandong

Advisor: Assoc. Prof. Dr. Qiu Chao

Degree: Master of Business Administration

Major: International Business Management

Faculty: บัณฑิตวิทยาลัย (Graduate School)

Academic year: 2566 (2023)

Published: 2nd National and International Academic Conference on Innovation and Management for Sustainable 15-16 December 2020 (pp.119-127)   คลิก  PDF


Abstract

The financial sector has witnessed a paradigm shift with the integration of artificial intelligence (AI) in its operations. This study focused on FinTech Innovations, a company in the FinTech sector, to explore the adoption of AI within the realm of financial technology. The integration of AI in financial services has been pivotal in transforming traditional practices, enhancing efficiency, and offering personalized customer experiences. For multinational companies. The failure to properly integrate and accept AI technologies can lead to significant inefficiencies and a lack of competitive edge. This study investigated AI adoption in FinTech Innovations using the Technology Acceptance Model (TAM). The objectives of this study were: 1)To examine how AI technologies are being integrated into the services and operations of FinTech Innovations, with a focus on credit assessment and risk management, 2) To apply the Technology Acceptance Model in assessing employee and client acceptance of AI technologies at FinTech Innovations, 3) To analyze the effects of AI adoption on the operational efficiency, customer satisfaction, and competitive positioning of FinTech Innovations.

Employing a quantitative approach, the study used a structured survey for data collection from employees and clients. The sample size was robust, ensuring diverse perspectives. To execute the survey, 1000 questionnaires were distributed through digital channels appropriate for the FinTech community. This study received 850 responses, indicating high engagement with the subject. Post-screening for completeness and relevance to the study criteria, 800 responses were considered valid, translating to an 94.1% usability rate. Data analysis involved multiple regression and correlation analyses, rooted in the TAM framework.The findings revealed: 1) Significant integration of AI in FinTech operations, particularly in credit assessment and risk management, 2) TAM application showed positive perceptions of AI’s usefulness and ease of use, correlating with high AI adoption, and 3) AI adoption positively impacted operational efficiency, customer satisfaction, and competitive positioning, demonstrating its transformative role in FinTech. In summary, the study shows the significant integration of AI in FinTech Innovations, demonstrating that perceived usefulness and ease of use from the Technology Acceptance Model positively impact AI adoption, which in turn enhances operational efficiency, customer satisfaction, and competitive positioning. It emphasizes the transformative role of AI in the FinTech sector, offering insights that bridge theoretical frameworks with practical implications, and suggests an evolving trajectory toward AI-centric business models in financial services.

Keywords: artificial intelligence in fintech, technology acceptance model, operational efficiency, risk management.


A Case Study of the Technology Acceptance Model of Fintech Companies Using AI in Fintech Innovations

6217195419 Qi Yandong 2566 (2023) A Case Study of The Technology Acceptance Model of Fintech Companies Using AI in Fintech Innovations สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University

Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management

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