106705 20240319080948.0 doi 10.1108/JOSM-10-2020-0378 sideral 124644 ART-2022-124644 eng Flavián, Carlos Universidad de Zaragoza (orcid)0000-0001-7118-9013 Intention to use analytical Artificial Intelligence in services. The effect of technology readiness and awareness 2022 Access copy available to the general public Unrestricted 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. info:eu-repo/semantics/openAccess by-nc http://creativecommons.org/licenses/by-nc/3.0/es/ 10.6 2022 MANAGEMENT 14 / 227 = 0.062 2022 Q1 T1 2.875 2022 Business, Management and Accounting (miscellaneous) 2022 Q1 Tourism, Leisure and Hospitality Management 2022 Q1 Strategy and Management 2022 Q1 16.6 2022 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Pérez-Rueda, Alfredo Universidad de Zaragoza (orcid)0000-0003-0211-5568 Belanche, Daniel Universidad de Zaragoza (orcid)0000-0002-2291-1409 Casaló, Luis V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 4012 650 Universidad de Zaragoza Dpto. Direcc.Organiza.Empresas Área Organización de Empresas 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 33, 2 (2022), 293-320 Journal of Service Management Journal of Service Management 1757-5818 750627 http://zaguan.unizar.es/record/106705/files/texto_completo.pdf Postprint 512439 http://zaguan.unizar.es/record/106705/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:106705 articulos driver 2024-03-18-12:47:01 ARTICLE