NUDGING RESPONSIBLE FINANCIAL BEHAVIOUR: EXTENDING THE TECHNOLOGY ACCEPTANCE MODEL WITH EPNM
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Abstract
This research extends the Technology Acceptance Model (TAM) by incorporating the Ethical Personalisation Nudging Model (EPNM) to investigate how ethical and trust-related factors influence Responsible Financial Behaviour (RFB) among Indian students. A systematic survey of 310 participants assessed perceived usefulness (PUE), perceived ease of use (PEU), trust (TRS), and ethical considerations (ETC) as antecedents of budgeting, debt management, and savings self-discipline. Employing Partial Least Squares Structural Equation Modelling (PLS-SEM), the findings reveal that ETC (β = 0.407, p < 0.001) and TRS (β = 0.425, p < 0.001) have the most significant impact on RFB, whereas PUE (β = 0.171, p < 0.001) and PEU (β = 0.098, p < 0.05) have smaller but significant impacts. The model accounts for 65.6% of RFB variance (R² = 0.656), emphasizing that ethical and trust-based variables outperform classical TAM predictors. The results contribute theoretical insight by incorporating ethics into TAM and practical advice in designing open, trustworthy, and autonomy-supportive financial technology
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