Consumer Attitudes towards AI-based Financial Advice: Insights for Decision Support Systems (DSS) and Technology Integration

As financial technology (fintech) rapidly transforms the financial services landscape, the integration of artificial intelligence (AI) in providing financial advice becomes a focal point. This study delves into the intricate dynamics of AI-based financial advice adoption, focusing on technology integration, decision support systems, and the mediating role of perceived utility. The primary purpose of this research is to unravel the complex relationships between technology integration, Decision Support System (DSS), perceived utility, and their collective influence on consumer attitudes toward AI-based financial advice and technology adoption. Adopting a cross-sectional design, we target the Chinese population and utilize an online questionnaire for data collection. A sample size of 259 participants is determined using the rule of thumb technique, with random sampling ensuring representativeness. Data analysis will be conducted using the AMOS software, allowing for an in-depth examination of the relationships between variables. The study findings demonstrate how integrating technology enhances customers' perceptions and acceptance of it, especially when it comes to data security and compatibility. The study also demonstrates how customer attitudes and the uptake of AI-driven financial aid are significantly impacted by DSS aspects like decision transparency and predictive analytics precision. The study is unique because of its cross-cultural approach and perceived value as a mediating component. While this study focuses on the Chinese population, the researchers acknowledge the importance of cultural differences in shaping user perceptions and behaviors. While the findings may offer valuable insights into the Chinese context, caution is advised in generalizing the results to other cultural contexts.