THE ROLE OF TRUST IN ARTIFICIAL INTELLIGENCE (AI) ON INVESTMENT DECISION-MAKING AMONG SET100 INVESTORS IN HAT YAI DISTRICT, SONGKHLA PROVINCE

Abstract

This study aimed to examine the levels of technology acceptance, trust in artificial intelligence (AI), and behavioral intention to use; compare differences based on demographic factors; and analyze the effects of technology acceptance factors and trust in AI on the intention to use AI for investment decision-making in SET100 stocks among investors in Hat Yai District, Songkhla Province. This quantitative research collected data from a sample of 400 SET100 stock investors in Hat Yai District, Songkhla Province, using questionnaires as the research instrument. Data were analyzed using descriptive and inferential statistics at a statistical significance level of 0.05. The hypothesis testing revealed that demographic factors-namely gender, age, and educational level—did not yield statistically significant differences in investment decision-making behavior. However, different monthly income levels led to statistically significant differences in investment decisions at the 0.05 level, with investors earning 25,001-35,000 THB per month demonstrating a higher level of investment decision-making than other income groups. Furthermore, perceived ease of use (β = 0.409), perceived usefulness (β = 0.240), and trust in AI systems (β = 0.089) had statistically significant positive influences on SET100 investment decisions at the 0.05 level. Together, these three independent variables accounted for 38.5% of the variance in the intention to use AI (Adjusted R² = 0.385). The discussion indicates that perceived ease of use, perceived usefulness, and system trust positively influence investors' intention to adopt AI systems to support investment decision-making and their actual investments in SET100 stocks.

Keywords: Trust, Perceived Usefulness, Perceived Ease of Use, Artificial Intelligence, Investment
Decision-Making, SET100 Stocks