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Being at the cutting edge of internet banking: the role of privacy perception and the consumer determinants of intention to adopt artificial intelligence technologies
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| 1.5 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The emerging progress of the industry 4.0 and FinTech companies had repercussions, starting a new
investment wave in digitalization for banks and financial companies that, investing in modern
technologies that improve financial products, services, and processes. Artificial intelligence
technologies are one of the cases that emerged rapidly within financial services. These technologies
are used for a better user-bank relationship improving the impact regarding solutions, such as digital
money management tools. Even though nowadays customers are now used to internet banking, AI
applications and the concerns regarding data privacy can impact the intention to adopt these new
solutions and technologies. Therefore, it is crucial to understand the main determinants of intention
to adopt, risk, and benefit perceptions regarding emerging banking technologies. In response, an
experiment was developed to understand and explain the consumer’s intention to adopt AI tools in
internet banking, by investigating the influence of privacy and risk perception on the intention to adopt
the technology. Participants were randomly exposed to one of two introduction videos: the basic and
the exaggerated one. To run the experiment, we collected data using a questionnaire and performed
two studies – one with 132 respondents and another one with 155. Although the results prove that
the videos had no impact on the risk and privacy perception, our results support some relationships of
decomposed theory of planned behavior. To explain the intention to adopt the technology, attitude
towards adopting and perceived behavioral control are the key factors. The implications of this
research for companies and consumers are discussed.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Internet Banking Artificial Intelligence Digital Money Management Consumer Behaviour Intention to Adopt Decomposed Theory of Planned Behavior Perceived Risk: Perceived Privacy