From innovation to adoption: effects of leveraging ai and tam to elevate security, trust and service quality in Malaysia's digital banking

Ho, Yong Yi (2025) From innovation to adoption: effects of leveraging ai and tam to elevate security, trust and service quality in Malaysia's digital banking. Final Year Project, UTAR.

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Abstract

This research focuses on the factors that influence the use of AI-supported online AI; Digital Banking; TAM; Behavioral Intention; Actual Usage; Malaysia banking services in Malaysia, based on an extended Technology Acceptance Model (TAM). Four additional factors, which are Perceived Security (PS), Perceived Trust (PT), Service Quality (SQ), and Personal Innovativeness (PI), were considered. This study adopts the quantitative method, where the survey method was conducted online, involving 168 active users of Ryt Bank, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized for the analysis. The findings suggest that BI significantly influences AU, where the factors influencing BI are Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) . In addition, the significant influences of SQ and PI are supported as having significant and positive contributions on both PU and PEOU. On the contrary, the relationships between PT and PU & PEOU are not significant, but the influence of PS on PU but not PEOU are supported. This study provides significant contributions and implications for digital banking licensees, where the focus on the functionality of the system, user-friendliness, and readiness for innovation are important aspects of enhancing the use of AI-supported banking services. Keywords: Artificial intelligence (AI); Digital Banking; Technology Acceptance Model (TAM); Behavioral Intention; Actual Usage

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