Digital Literacy and AI Personality as Determinants of Trust and Loyalty in PayTech Application
Date Published : 10 September 2026
Contributors
Dhiya Ulhaq
University Siliwangi
Corresponding Author
Keywords
Digital Literacy
Ai Personality
Perceived Trust
PayTech app usage
Customer Loyalty
Financial Technology
Proceeding
Track
General Track
License
Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
The purpose of this paper is to analyze the effect of digital literacy and AI personality on perceived trust as well as its impact on PayTech application use intention and customer loyalty. This research is conducted in a quantitative approach which data are gathered using on-line questionnaire from the active users of PayTech application and analyzed by applying the Structural Equation Modeling (SEM) with the number of sample size are 225 respondents. The findings indicate that digital literacy and AI's personality both have a significant positive impact on perceived trust. Moreover, perceived trust is positively related to PayTech application usage and customer loyalty. Application usage is directly affected by AI personality, suggesting that human-like AI trait may enhance user engagement. Perceived trust serves as an important mediator between digital literacy and AI personality on one hand, with user behavior (attitudes) on other. The findings provide additional insights into the development of digital trust in AI assisted financial technology and managerial implications as how to enhance PayTech users' experience and loyalty.
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Digital Literacy and AI Personality as Determinants of Trust and Loyalty in PayTech Application (D. Ulhaq, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 524-535. https://conference.unsil.ac.id/ismart/paper/view/120