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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 2 (III) | April - June, 2026 ]

Determinants of AI Adoption in Financial Decision-Making: An Empirical Study among Individual Investors in Kerala

Priyamvada J & Dr. Leena Varghese

This study investigates the determinants of AI adoption in financial decision-making among individual investors in Kerala using an extended Technology Acceptance Model (TAM). The model incorporates AI Awareness and AI Reliability to provide clear explanation of trust and adoption. Data from 100 respondents were analysed using SEM-PLS. The results denote that AI Awareness significantly affects Perceived Usefulness and Perceived Ease of Use, while AI Reliability strongly influences Trust. Perceived Ease of Use is found to be the key significant predictor of adoption intention, surpassing Perceived Usefulness. Despite high awareness, a trust gap remains a key challenge to adoption. The study underscores the importance of reliability, transparency, and user-friendly design in promoting AI adoption and provides practical insights for fintech developers and financial institutions.

Priyamvada, J. & Varghese, L. (2026). Determinants of AI Adoption in Financial Decision-Making: An Empirical Study among Individual Investors in Kerala. International Journal of Advanced Research in Commerce, Management & Social Science, 09(02(III)), 95–102. https://doi.org/10.62823/IJARCMSS/9.2(III).8980
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DOI:

Article DOI: 10.62823/IJARCMSS/9.2(III).8980

DOI URL: https://doi.org/10.62823/IJARCMSS/9.2(III).8980

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