AI 핀테크 서비스 지속 이용의도에 관한 연구

A Study on the Intention to Continue using AI Fintech Services

This study focused on the fact that securing users' intention to use AI fintech services on a continuous basis is essential for the successful growth and market stabilization of AI fintech services, as it directly affects the long-term success and profitability of the services. This study attempted to explain the intention to use AI fintech services on a continuous basis based on six variables: AI literacy, social influence, facilitating conditions, customized investment proposals, information reliability, and financial knowledge. In particular, by empirically analyzing the structural relationship between these variables and the moderating effect of financial knowledge, it attempted to provide an in-depth understanding of the intention to use AI fintech services on a continuous basis and to contribute to service providers establishing user-centered service design and marketing strategies. To this end, an online survey was conducted in December 2024 targeting domestic fintech service users who had experience using AI-based fintech services. The survey scale was developed by referring to existing literature on AI. An empirical analysis was conducted to verify the relationship between variables based on data collected from a total of 315 respondents. The results of the study showed that social influence, customized investment proposals, and information reliability significantly affected the intention to use on a continuous basis. On the other hand, AI literacy, facilitating conditions, and financial knowledge did not significantly affect the intention to continue using. Interestingly, financial knowledge was analyzed to have an indirect effect on the intention to continue using through information reliability. This finding suggests that social factors, personalized services, and securing information reliability are important for the continued success of AI fintech services, and that financial knowledge can indirectly contribute through information reliability.