Affiliation:
1. Christ University, Bangalore, India
Abstract
Financial literacy, a cornerstone for stability and empowerment in today's economic landscape, is set to be revolutionized. Finfluencers, individuals with significant financial acumen and a robust digital platform presence, are shaping audiences' financial attitudes and behaviors. This study introduces a conceptual framework based on the decomposed theory of planned behavior (DTPB) that holds the potential to transform how we understand and implement financial education. The unique aspect of this framework is its incorporation of Finfluencers as critical influencers in adopting AI chatbots for financial education. For instance, the model can predict the likelihood of a Finfluencer endorsing an AI chatbot for financial education based on their attitudes, subjective norms, and perceived behavioral control. Despite the widespread use of DTPB across various disciplines, a research gap exists in understanding the determinants of intention and behavior concerning adopting AI chatbots for financial education.