Enhancing user experience in digital payments: A hybrid approach using SEM and neural networks

This article proposes a hybrid approach utilizing Structural Equation Modeling (SEM) and Artificial Neural Network (ANN) techniques to predict and enhance user experience (UX) in digital payments. The study introduces a novel Technology Acceptance Model to predict the critical factors influencing users' adoption of digital currencies and subsequently improve their experience. The research findings reveal that perceived ease of use and perceived usefulness significantly influence attitudes towards adopting digital currencies. Furthermore, the accuracy of the SEM results is confirmed through the implementation of the Artificial Neural Network. These conclusions hold significant implications for the future promotion of digital currencies.