The Impact of Fintech and Personal Values on Investment Decisions of Individual Investors in The Vietnamese Stock Market
This study examines the simultaneous impact of Financial Technology (Fintech) and Personal Values on the investment decisions of individual investors in the Vietnamese stock market. The research model integrates the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the Personal Values Theory. Survey data collected from 382 individual investors in Vietnam were analyzed using SPSS software. Empirical results indicate that Fintech factors (Perceived Usefulness, Perceived Ease of Use, Technology Trust) and Personal Values (Self-Concept, Risk Propensity) all have statistically significant positive impacts on Investment Decisions. Among these, Perceived Usefulness of Fintech exerts the strongest influence. On this basis, the study proposes policy and managerial implications for securities firms, Fintech developers, and state regulatory authorities.