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: Article (PostPrint)
Área (Departamento): Área Organización de Empresas (Dpto. Direcc.Organiza.Empresas)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
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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: Article (PostPrint)
Área (Departamento): Área Organización de Empresas (Dpto. Direcc.Organiza.Empresas)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. Exportado de SIDERAL (2024-03-18-12:47:01)
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Este artículo se encuentra en las siguientes colecciones:
Articles > Artículos por área > Comercialización e Investigación de Mercados
Articles > Artículos por área > Organización de Empresas
Record created 2021-08-20, last modified 2024-03-19