EXAMINING ATTITUDE TOWARDS CHATBOTS: A SURVEY OF RETAIL BANK CUSTOMERS IN AN EMERGING MARKET

Paper Number :WP/10/2021
Publication Date :Dec. 31, 2021

This study has been undertaken on the basis of self-determination theory, unified theory of acceptance and use of technology, and the theory of planned behaviour. The study examines the attitude and intention of retail bank customers towards chatbots. The findings show that self-determination/motivation, performance expectancy, social influence, and facilitating conditions positively influence the attitude of customers while attitude drives intention to use chatbots. A cross-sectional survey research design was adopted to collect data from 414 customers of retail banks in an emerging market. Structural equation modelling procedure was performed to test the hypothesized relationships.