WHEN TECHNOLOGY THREATENS JOBS: THE DUAL ROLE OF STARA AWARENESS

Traditionally considered a stable employment and low-mobility industry, the banking sector is now experiencing workforce volatility due to the widespread adoption of smart technology, artificial intelligence, robotics, and algorithms (STARA). STARA not only replaces repetitive jobs; it fundamentally reshapes the nature of the remaining tasks, causing psychological stress, such as job insecurity. However, little is known about how this psychological stress affects employees, especially in emerging markets such as Vietnam. To fill this gap, this study investigates the relationship between STARA awareness and job insecurity via the mediating effect of perceived employability. A quantitative method was employed, using a sample size of 380 banking employees from commercial banks in Vietnam. The data were analyzed using SmartPLS software, and structural equation modeling (SEM) with the partial least squares (PLS) technique was employed to test the hypotheses. The findings showed that STARA awareness significantly increases both qualitative and quantitative job insecurity. Perceived employability moderates the relationship between STARA awareness and these two types of job insecurity, indicating that employees with higher perceived employability are better able to deal with the negative impacts of job insecurity caused by STARA awareness. This study extends the understanding of technology acceptance model theory by introducing STARA awareness as a novel antecedent of job insecurity and highlighting perceived employability as a psychological buffer in shaping how banking employees respond to advanced technologies. As a result, this study makes a theoretical contribution to the literature on employees’ stress response and their adaptation in tech-driven work environments. This research also emphasizes the urgent need to develop an effective internal communication channel, suitable training programs, and an open culture to support organizational alignment during digital transformation.