Artificial intelligence-based conversational agents in the Indian banking system: an adoption and integration perspective
International Conference on Information and Communication Technology for …, 2022•Springer
This research investigates the adoption of AI conversational agents within the Indian
banking sector. Drawing upon the UTAUT-2 model, the study extends the framework to
encompass trust, anthropomorphism, and perceived privacy risk. A cross-sectional design
was employed collecting data from 384 actively engaged mobile banking customers in India.
The study's findings reveal that performance expectancy, effort expectancy, hedonic
gratification, trust, and human-like traits positively influence the intention to adopt AI …
banking sector. Drawing upon the UTAUT-2 model, the study extends the framework to
encompass trust, anthropomorphism, and perceived privacy risk. A cross-sectional design
was employed collecting data from 384 actively engaged mobile banking customers in India.
The study's findings reveal that performance expectancy, effort expectancy, hedonic
gratification, trust, and human-like traits positively influence the intention to adopt AI …
Abstract
This research investigates the adoption of AI conversational agents within the Indian banking sector. Drawing upon the UTAUT-2 model, the study extends the framework to encompass trust, anthropomorphism, and perceived privacy risk. A cross-sectional design was employed collecting data from 384 actively engaged mobile banking customers in India. The study's findings reveal that performance expectancy, effort expectancy, hedonic gratification, trust, and human-like traits positively influence the intention to adopt AI conversational agents. In contrast, privacy and security concerns exert a negative impact on adoption intent. This research contributes a holistic understanding of AI agent adoption dynamics, addressing the multi-faceted factors that influence user behavior within the Indian banking context.
Springer
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