Uncovering the potential of Generative-AI in improving financial literacy

Simple item page
dc.contributor.advisorWetzels, R.
dc.contributor.authorFrijters, Yannick
dc.date.issued2024-07-02
dc.description.abstractThis study explores how personalized GenAI content can enhance students' financial literacy, considering hedonic value, cognitive load, and attitudes towards AI. Using a 2x1 experimental design, 117 participants engaged with a GenAI financial tutor while tracked by an eye tracker. They then completed multiple scale questions, and Structural Equation Modelling was used for analysis. Results indicate that personalized GenAI positively influences actions to improve financial literacy, though this effect is not mediated by hedonic value or cognitive load, nor moderated by AI attitude. A marginally significant effect of hedonic value on action-taking was observed. This research deepens the understanding of personalized GenAI in education, highlighting its impact on customer experience and financial literacy. For firms, it underscores the importance of personalized educational content in enhancing customer experience and promoting financial literacy. This study contributes to the literature by elucidating how personalized GenAI can improve educational outcomes and financial literacy.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17293
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleUncovering the potential of Generative-AI in improving financial literacy
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Final Master Thesis Financial Literacy s1019520 - Yannick Frijters (1) (1).pdf
Size:
2.52 MB
Format:
Adobe Portable Document Format
Download
Collections
Faculteit der Managementwetenschappen