Số No. 03 June (34)-2025 Journal of Finance & Accounting Research - Trang 34

Tóm tắt tiếng Việt:

English Summary:

This study investigates the factors influencing young consumers’ intention to adopt AI-based Medical Decision Support Systems (AIMDSS) in Vietnam, an emerging economy, using an extended Theory of Planned Behavior (TPB) framework. This research incorporates initial trust into the TPB model as a key antecedent of attitude to better capture the dynamics of adopting novel technologies. A survey of 216 Vietnamese consumers aged 18–30 reveals that attitude, perceived behavioral control, and subjective norm significantly predict intention, with attitude being the strongest predictor. Initial trust exerts a substantial influence on attitude, underscoring its importance in shaping early-stage evaluations of AI in healthcare. The study contributes to theory by extending the TPB framework with initial trust as a critical antecedent of attitude, enhancing its ability to explain behavioral intention in high-uncertainty contexts involving novel technologies such as medical AI. It also offers practical insights for developers and policymakers on fostering trust, usability, and social endorsement to encourage AIMDSS adoption in an emerging market.

Từ khóa: artificial intelligence, initial trust, Theory of Planned Behavior, young consumers, healthcare

Số lượt đọc: 39 - Số lượt tải về: 25

DOI Code: https://doi.org/10.71374/jfar.v25.i3.07