The Impact of Artificial Intelligence Applications on Customers Behaviour: Empirical Research on Listed Banks In Vietnam

In the context of Vietnam’s commercial banks striving to meet evolving customer expectations amid rapid digital transformation, AI applications emerge as a pivotal strategy to enhance user engagement. Despite growing research on technology adoption, the application of AI in Vietnam’s banking sector remains underexplored. This study investigates the impact of AI application factors on customers’ usage behavior, while examining mediating variables in this relationship. It also explores demographic influences, such as gender, income, and education, on usage behavior. Using the Technology Acceptance Model (TAM), a model was tested with Smart-PLS software, analyzing data from 300 customers of Vietnamese commercial banks. The study also included various assessments, such as outer loadings, Average Variance Extracted (AVE), and Heterotrait-Monotrait Ratio (HTMT), as part of the PLS-SEM analysis to ensure robust results. Results reveal that AI factors, including output quality, perceived usefulness, and security, positively influence usage behavior, with mediating factors like intention to use significantly strengthening this relationship. However, demographic variables show no significant impact. The findings underscore the importance of integrating AI strategically to meet customer needs, suggesting that banks prioritize robust AI functionalities to enhance satisfaction, foster sustained usage, and maintain competitiveness in Vietnam’s dynamic banking landscape.