Perception of Anthropomorphism, Intelligence and Adoption of AI: A case in mobile banking

Authors

  • Apoorva “Research Fellow, University Business School, Panjab University, Chandigarh”

DOI:

https://doi.org/10.48165/gmj.2023.conf13

Keywords:

Artificial intelligence (AI), Perceived Anthropomorphism (PA), Perceived Intelligence (PI), Adoption intention

Abstract

Purpose – Artificial intelligence (AI) has completely transformed  the mobile banking industry, but little is known about how particular  AI features influence consumer acceptance strategies and avoidance  behaviours  in the literature. To address this gap, the present study  examines how users’ intentions to embrace AI-based mobile banking  are influenced by the pivotal characteristics of AI, perceived intelligence and anthropomorphism. Design/methodology – A cross-sectional descriptive research design  was used for this study. Further, a judgemental non-probability sam pling was employed to identify the 100 respondents. The data was sub sequently analysed using PLS-Structural Equation Modeling. Findings – The results exhibit that both PI and PA positively and sig nificantly impacted consumers’ intention to adopt of AI-based mobile  banking apps. It also offers theoretical underpinnings for the adoption  of AI-based mobile banking apps. Furthermore, findings furnish prac tical guidance that can be instrumental for banks contemplating the  implementation of AI to enhance user retention strategies.  Originality/value –This study adds valuable contribution to the field  by shedding light on the nuanced aspects of AI and their substantial  impact on users’ intention to adopt mobile banking app services.  

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Published

2023-11-30

Issue

2023: Gyan Managment Conference Special Issue (2023)

Section

Research paper

License

Copyright (c) 2023 Gyan Management Journal

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Apoorva. (2023). Perception of Anthropomorphism, Intelligence and Adoption of AI: A case in mobile banking . Gyan Management Journal, (I), 111–120. https://doi.org/10.48165/gmj.2023.conf13
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