The rapid growth of Artificial Intelligence (AI) has reshaped the FinTech industries by enhancing personalization, automation, and decision-making efficiency. This study investigates how Artificial Intelligence influences the intention of the users’ behavioural to adopt FinTech services, while exploring mediating roles of Perceived Value (i.e. Perceived Risk and Perceived Usefulness) and the moderating effects of Perceived Assurance (i.e. Trust and Service Quality). The research aims to bridge theoretical and practical gaps by integrating technological, ethical, and behavioural dimensions into a unified framework. Data were collected from 123 respondents in Vadodara, Gujarat, encompassing retail and IT professionals who actively engage with FinTech applications. The convenient sampling technique used for the collection of data. Structural Equation Modelling (SEM) and ANOVA were used for the testing of hypothesis. This research provides valuable insights for financial institutions, policymakers, and AI developers to design responsible, user-centric, and trustworthy FinTech ecosystems that balance innovation with data privacy and regulatory compliance.
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Article DOI: 10.62823/IJARCMSS/09.02(I).8820
