000106705 001__ 106705
000106705 005__ 20240319080948.0
000106705 0247_ $$2doi$$a10.1108/JOSM-10-2020-0378
000106705 0248_ $$2sideral$$a124644
000106705 037__ $$aART-2022-124644
000106705 041__ $$aeng
000106705 100__ $$0(orcid)0000-0001-7118-9013$$aFlavián, Carlos$$uUniversidad de Zaragoza
000106705 245__ $$aIntention to use analytical Artificial Intelligence in services. The effect of technology readiness and awareness
000106705 260__ $$c2022
000106705 5060_ $$aAccess copy available to the general public$$fUnrestricted
000106705 5203_ $$aPurpose: 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.
000106705 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc$$uhttp://creativecommons.org/licenses/by-nc/3.0/es/
000106705 590__ $$a10.6$$b2022
000106705 592__ $$a2.875$$b2022
000106705 591__ $$aMANAGEMENT$$b14 / 227 = 0.062$$c2022$$dQ1$$eT1
000106705 593__ $$aBusiness, Management and Accounting (miscellaneous)$$c2022$$dQ1
000106705 593__ $$aTourism, Leisure and Hospitality Management$$c2022$$dQ1
000106705 593__ $$aStrategy and Management$$c2022$$dQ1
000106705 594__ $$a16.6$$b2022
000106705 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000106705 700__ $$0(orcid)0000-0003-0211-5568$$aPérez-Rueda, Alfredo$$uUniversidad de Zaragoza
000106705 700__ $$0(orcid)0000-0002-2291-1409$$aBelanche, Daniel$$uUniversidad de Zaragoza
000106705 700__ $$0(orcid)0000-0002-9643-2814$$aCasaló, Luis V.$$uUniversidad de Zaragoza
000106705 7102_ $$14012$$2650$$aUniversidad de Zaragoza$$bDpto. Direcc.Organiza.Empresas$$cÁrea Organización de Empresas
000106705 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000106705 773__ $$g33, 2 (2022), 293-320$$pJournal of Service Management$$tJournal of Service Management$$x1757-5818
000106705 8564_ $$s750627$$uhttps://zaguan.unizar.es/record/106705/files/texto_completo.pdf$$yPostprint
000106705 8564_ $$s512439$$uhttps://zaguan.unizar.es/record/106705/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000106705 909CO $$ooai:zaguan.unizar.es:106705$$particulos$$pdriver
000106705 951__ $$a2024-03-18-12:47:01
000106705 980__ $$aARTICLE