Acceptance of artificial intelligence devices in banking services: moderation role of technology anxiety and risk aversion

IF 6.3 3区管理学 Q1 BUSINESS

International Journal of Bank Marketing Pub Date : 2024-07-18 DOI:10.1108/ijbm-10-2023-0563

İsmail Gökhan Cintamür

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引用次数: 0

Abstract

Purpose

The purpose of this study is to examine the acceptance of artificial intelligence devices (AIDs) by customers in banking service encounters using the Artificially Intelligent Device Use Acceptance (AIDUA) model and thus test the validity of the AIDUA model in the context of the banking sector as well as extending the AIDUA model by incorporating two moderator variables, namely technology anxiety and risk aversion by regarding the nature of banking services, which are considered highly risky and technology-intensive.

Design/methodology/approach

About 575 valid face-to-face self-administered surveys were gathered using convenience sampling among real bank customers in Turkey. The structural equation modelling was used to test hypotheses involving both direct and moderation effects.

Findings

The current study has demonstrated that the AIDUA model is valid and reliable for the acceptance of AIDs in banking service encounters by modifying it. The study results have shown that the acceptance process of AIDs for bank customers consists of three phases. Furthermore, the study’s findings have demonstrated that technology anxiety and risk aversion have adverse moderation effects on the relationship between performance expectancy and emotion as well as on the relationship between emotion and willingness to accept AIDs, respectively.

Originality/value

The current study validates the AIDUA model for the banking industry. In addition, the present study is unique compared to other studies conducted in the literature since it applies the AIDUA model to the setting of banking services for the first time by considering the potential effects of two moderators.

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银行服务中人工智能设备的接受度：技术焦虑和风险规避的调节作用

目的本研究的目的是利用人工智能设备使用接受度模型（AIDUA）研究客户在银行服务中对人工智能设备（AID）的接受程度，从而检验 AIDUA 模型在银行业背景下的有效性，并通过纳入两个调节变量（即技术焦虑和风险规避）对 AIDUA 模型进行扩展。设计/方法/途径在土耳其的真实银行客户中采用便利抽样法收集了约 575 份有效的面对面自填问卷。研究结果目前的研究表明，通过对 AIDUA 模型进行修改，AIDUA 模型在银行服务遭遇中对 AID 的接受度方面是有效和可靠的。研究结果表明，银行客户对 AID 的接受过程包括三个阶段。此外，研究结果还表明，技术焦虑和风险规避分别对绩效预期与情绪之间的关系以及情绪与接受 AID 意愿之间的关系产生了不利的调节作用。此外，与文献中的其他研究相比，本研究具有独特性，因为它首次将 AIDUA 模型应用于银行服务环境，考虑了两个调节因素的潜在影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Bank Marketing BUSINESS-

CiteScore

10.70

自引率

18.90%

发文量

期刊介绍： International Journal of Bank Marketing (IJBM) aims to publish papers that relate to the marketing challenges of financial services providers around the globe. Preference is given to empirically-based research papers that expand on existing theories (or develop new ones) on customer behaviour in financial services settings. In addition, the journal is interested in helping academicians and practitioners in the field to better understand the discipline of financial services marketing, and as a result review papers and thought pieces are invited for submission.