ADOPTION OF ARTIFICIAL INTELLIGENCE IN INVESTMENT DECISION-MAKING: INVESTIGATING THE ROLE OF AWARENESS AND TRUST

APARNA P; K Nirmala

doi:10.59415/mjacs.269

Authors

APARNA P Bangalore University https://orcid.org/0009-0005-1385-8895
K Nirmala Bangalore University

DOI:

https://doi.org/10.59415/mjacs.269

Keywords:

Artificial Intelligence, Awareness, Trust, Investment Decision, Retail Investors.

Abstract

Artificial Intelligence (AI) has deeply influenced financial services and witnessed a transformative change in investment behaviour and decision-making. This study examines the role of AI in shaping investment behaviour by focusing on three constructs: Awareness of AI tools, trust in AI tools and investment behaviour. Structured questionnaire is used to collect date from 150 respondents. Structural Equation Modelling was used to analyse the data using SmartPLS 4 software. Findings of the study revealed that awareness of AI technology enhances trust in AI tools, which positively impacts investment behaviour and trust mediates the relationship significantly. This study highlights increasing reliance on AI tools for trading and investment decisions. By addressing the role of AI awareness in influencing trust and behaviour, this study provides actionable insights for integrating AI tools into investment decision-making.

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Author Biographies

APARNA P, Bangalore University

Aparna P

Research Scholar (SRF)

Department of Commerce

Jnanabharathi Campus

Bangalore University, Bangalore.

K Nirmala, Bangalore University

Research Guide

Dean and Chairperson

Department of Commerce

Bangalore University.

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