Study on Individual Investors’ Intention to Use AI in Stock Price Forecasting on the Vietnamese Stock Market: A Technology Acceptance Model (TAM) Approach
Abstract
This study aims to evaluate the factors influencing individual investors’ intention to use artificial intelligence (AI) in stock price forecasting on the Vietnamese stock market, based on the Technology Acceptance Model (TAM). The research model includes the following factors: Perceived Usefulness; Perceived Ease of Use affecting Attitude; Attitude; Subjective Norms; and Trust affecting investors’ intention to use AI in predicting stock prices. The study surveyed 240 individual investors, and the collected data were cleaned and processed using the PLS-SEM regression method. The results highlight the prominent role of social influence, trust in algorithms, and positive perceptions in fostering individual investors’ acceptance of AI. These findings provide important practical implications for fintech companies and AI platform developers in formulating user engagement strategies, emphasizing the need to enhance ease of use, improve technological transparency, and strengthen communication through communities and social influence channels.
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