Intention to use analytical Artificial Intelligence in services. The effect of technology readiness and awareness
Flavián, Carlos (Universidad de Zaragoza) ; Pérez-Rueda, Alfredo (Universidad de Zaragoza) ; Belanche, Daniel (Universidad de Zaragoza) ; Casaló, Luis V. (Universidad de Zaragoza)
Resumen: Purpose: The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers’ technology readiness and service awareness affect their intention to use analytical-AI investment services. Design/methodology/approach: Hypotheses were tested with a data set of 404 North American-based
potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers’ characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor’s name (i.e., robo-advisor vs. AI-advisor). Findings: The results indicated that customers’ technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation, as analytical-AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance. Originality: This is the first study to analyze the role of customers’ technology readiness in the adoption of analytical-AI. We link our findings to previous technology adoption and automated services’ literature and provide specific managerial implications and avenues for further research.
Idioma: Inglés
DOI: 10.1108/JOSM-10-2020-0378
Año: 2022
Publicado en: Journal of Service Management 33, 2 (2022), 293-320
ISSN: 1757-5818
Factor impacto JCR: 10.6 (2022)
Categ. JCR: MANAGEMENT rank: 14 / 227 = 0.062 (2022) - Q1 - T1
Factor impacto CITESCORE: 16.6 - Business, Management and Accounting (Q1)
Factor impacto SCIMAGO: 2.875 - Business, Management and Accounting (miscellaneous) (Q1) - Tourism, Leisure and Hospitality Management (Q1) - Strategy and Management (Q1)
Tipo y forma: Artículo (PostPrint)
Área (Departamento): Área Organización de Empresas (Dpto. Direcc.Organiza.Empresas)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
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potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers’ characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor’s name (i.e., robo-advisor vs. AI-advisor). Findings: The results indicated that customers’ technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation, as analytical-AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance. Originality: This is the first study to analyze the role of customers’ technology readiness in the adoption of analytical-AI. We link our findings to previous technology adoption and automated services’ literature and provide specific managerial implications and avenues for further research.
Idioma: Inglés
DOI: 10.1108/JOSM-10-2020-0378
Año: 2022
Publicado en: Journal of Service Management 33, 2 (2022), 293-320
ISSN: 1757-5818
Factor impacto JCR: 10.6 (2022)
Categ. JCR: MANAGEMENT rank: 14 / 227 = 0.062 (2022) - Q1 - T1
Factor impacto CITESCORE: 16.6 - Business, Management and Accounting (Q1)
Factor impacto SCIMAGO: 2.875 - Business, Management and Accounting (miscellaneous) (Q1) - Tourism, Leisure and Hospitality Management (Q1) - Strategy and Management (Q1)
Tipo y forma: Artículo (PostPrint)
Área (Departamento): Área Organización de Empresas (Dpto. Direcc.Organiza.Empresas)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace. No puede utilizar el material para una finalidad comercial.Exportado de SIDERAL (2024-03-18-12:47:01)
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Este artículo se encuentra en las siguientes colecciones:
Artículos > Artículos por área > Comercialización e Investigación de Mercados
Artículos > Artículos por área > Organización de Empresas
Registro creado el 2021-08-20, última modificación el 2024-03-19