Exploring the importance of personalization of generative AI to enhance financial literacy and the mediating role of credibility on the customer experience
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2024-07-02
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en
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This research investigates how generative Artificial Intelligence (AI) can be utilized to enhance financial literacy amongst students. This demographic is identified to have lower financial literacy compared to other demographics. The past decade has seen substantial developments with AI and how it can successfully replace human-agents. This thesis therefore aims to examine how students experience generative AI-content to enhance their financial literacy. The role of personalization (vs. non-personalization) on students’ perceived credibility, customer experience and behavioral outcomes is examined. Generative AI is very easy to modify and can be easily adapted to fit individual students’ needs. Personalization is therefore hypothesized as a promising factor in the setting of this thesis.
The findings were analyzed using Partial Least Square – Structural Equation Modelling (PLS-SEM). The results revealed that personalization of generative AI-content has a significant influence on the behavioral outcomes of the students. Furthermore, this research hypothesized the importance of perceived credibility on the customer experience and behavioral outcomes. However, the results showed no significant effects of perceived credibility on the constructs measured. These insignificant outcomes might be explained by the fact that in information rich environments, people often don’t have the cognitive capacity and time to systematically evaluate the credibility of AI. Different control variables have been researched in this thesis, identifying significant differences between demographics. These insights underline the importance of tailoring generative AI-content to fit a person’s needs to enhance engagement and its effectiveness.
Overall, this research contributes to give a deeper understanding students’ perceptions of generative AI and how this novel technology can be leveraged to enhance financial literacy.
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Faculteit der Managementwetenschappen