IMPACT OF USER EXPERIENCE FACTORS ON ATTITUDE TO USE AI-DRIVEN MOBILE INVESTMENT APPLICATIONS: A GENERATION Z PERSPECTIVE

ABSTRACT This investigation studies how various User Experience (UX) factors affect the Attitude to Use (ATU) AIpowered mobile investment apps among Generation Z users. It identifies seven essential exogenous variables— Accessibility, Navigation, Efficiency, User-Friendliness, Trust, Security, and Aesthetics—as key components of the UX framework. A quantitative research strategy to examine the subject, gathering data from 242 students enrolled in different Higher Education Institutions (HEIs) in Dehradun, Uttarakhand, through a structured questionnaire based on a 5-point Likert scale.The collected data was evaluated through Structural Equation Modeling (SEM), along with hypothesis testing and effect size analysis, to evaluate the proposed model. The results reveal that all seven identified AI components have made a substantial impact across different sectors. influence Generation Z users' Attitude to Use (ATU) investment applications. This study contributes to a deeper understanding of technology acceptance behavior in fintech, providing useful insights for developers, marketers, and policymakers focused on increasing user engagement and adoption of AI-based investment platforms. Keywords: Fintech Application, Investment, Attitude to Use, User Experience, Generation Z, Artificial Intelligence