INFLUENCE OF TECHNOLOGY ACCEPTANCE, TRUST, AND AI-UTAUT ON USER SATISFACTION WITH ARTIFICIAL INTELLIGENCE IN ONLINE GOLD TRADING INVESTMENT IN THAILAND

Abstract

This research aimed to examine the factors influencing user satisfaction with the use of Artificial Intelligence (AI) in gold trading investment through online platforms in Thailand. The research integrated three theoretical perspectives: The Technology Acceptance Model (TAM), Trust Theory, and the Unified Theory of Acceptance and Use of Technology (UTAUT), adapted as AI-UTAUT. The study employed a quantitative survey research design. Data were collected from 400 respondents who had experience using AI for gold trading investment through online platforms in Thailand. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results showed that the structural model explained 23.4% of the variance in User Satisfaction, with an R² of 0.234 and an adjusted R² of 0.228. AI-UTAUT had the strongest positive influence on User Satisfaction (β = 0.250, t = 6.049, p < .001), followed by Trust Theory (β = 0.221, t = 5.324, p < .001), and Technology Acceptance Model (β = 0.195, t = 4.371, p < .001). All three relationships were statistically significant. The Inner VIF values ranged from 1.141 to 1.173, while the reported Outer VIF values ranged from 1.784 to 2.193, indicating no problematic multicollinearity. The reliability results showed acceptable Cronbach’s alpha and composite reliability values. However, the AVE values of AI-UTAU and Trust Theory were below 0.50, indicating a limitation concerning convergent validity that should be considered when interpreting the measurement model.

Keywords: Artificial Intelligence, Gold Trading Investment, Online Platforms, User Satisfaction, Technology Acceptance Model, Trust Theory, AI-UTAUT