Citation

Chew, Lee Huay (2024) Consumers intention to adopt Artificial Intelligence (AI) Chatbots in banking services. Masters thesis, Multimedia University.

Full text not available from this repository.

Abstract

In the fast changing digital banking market, artificial intelligence (AI) chatbots have enormous potential to transform client relationships. These chatbots provide 24- hour availability, personalised assistance, and potentially increased efficiency. Despite these benefits, customer acceptance of AI chatbots in banking remains a barrier. This study investigates the factors impacting consumers' readiness to use AI chatbots to manage their finances. The primary goal of this research is to uncover the key drivers and barriers that influence consumers' willingness to use AI chatbots in banking. This research will concentrate on six essential factors: perceived ease of use, perceived usefulness, perceived trust, perceived privacy risk, social influence, and attitude towards technology. This study seeks to provide significant insights for banks in developing and implementing AI chatbots that create great customer experiences and boost user adoption. In this study, the Technology Acceptance Model framework, which is well recognised in technology adoption research, is used to explore customers' willingness to adopt AI chatbots in banking. The Technology Acceptance Model proposes that perceived ease of use and usefulness have a substantial impact on users' attitudes and intention to use a technology, which will guide the investigation of factors influencing AI chatbot adoption. Targeting Malaysian mobile banking users aged 18 and above who are familiar with AI chatbot technology, an online questionnaire was distributed through social media platforms and closed WhatsApp groups. While acknowledging the limitations of convenience sampling in generalisability, the study ensured a diverse representation through various online communities and a minimum sample size of 145 respondents, ensuring statistically significant results. Findings of this study indicated that user-friendly interfaces significantly influenced adoption, emphasising the importance of intuitive design in AI chatbot development. Surprisingly, the perceived usefulness of AI chatbots did not demonstrate a statistically significant impact, suggesting nuanced perceptions among consumers. The relationship between trust and privacy exhibited positive trends, albeit lacking statistical significance, prompting further exploration. Conversely, social influence and a positive attitude towards AI chatbots emerged as statistically significant drivers of adoption. These insights provide actionable guidance for Malaysian banks seeking to enhance AI chatbot adoption rates. By prioritising user-centric design principles, fostering trust through transparent communication about data security measures, and leveraging social media channels for positive endorsements, banks can encourage broader adoption and empower consumers to make informed financial decisions with AI chatbots.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: QA76.76.C52 C44 2024
Uncontrolled Keywords:	Chatbots
Subjects:	Q Science > QA Mathematics > QA71-90 Instruments and machines > QA75-76.95 Calculating machines
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	21 May 2025 07:31
Last Modified:	21 May 2025 07:31
URII:	http://shdl.mmu.edu.my/id/eprint/13786

Downloads

Edit (login required)