Antecedents of generation Z towards digitalisation. A PLS-SEM analysis

Abstract

Background: The Covid-19 pandemic has forced businesses in the direction of technology development. In particular, financial institutions have started the digital transformation, embracing the usage of artificial intelligence. In this respect,  consumers’ willingness to adopt artificial intelligence in finance, appears to have relevance to current efforts to enhance the efficiency and effectiveness of the financial system. This study aims to better comprehend the antecedents towards the intention to adopt artificial intelligence in financial services among Generation Z,  with the use of the Technology Acceptance Model. Methods:  In this study, questionnaires were used to collect data from 150 male and female Malaysian undergraduates. Partial Least Squares-Structural Equation Modelling was employed to analyse the data. Results: Perceived ease of use and attitude, positively influenced the adoption of artificial intelligence in financial services. Conclusion: The results have suggested the improvement in user interface, information and activities to encourage generation Z to adopt artificial intelligence in financial services.