Determinants of inexperienced investors’ attitudes towards the use of AI services in the stock investment

Using the partial least squares Structural Equation Modelling (SEM) on primary data collected from surveys of 466 inexperienced investors in Vietnam during September and October 2023, our study explores the factors that influence investor attitudes towards the use of AI services in six distinct tasks within the stock investment process. The results indicate that perceived usefulness, subjective norms, and trust significantly affect these investors’ attitudes towards AI use in stock investments. However, the perceived ease of use impacts only the tasks that involve straightforward processing. Based on these findings, we recommend that financial service providers tailor their product development strategies to attract potential customers in this emerging market.