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.)