Invigorating continuance intention among users of AI chatbots in the banking industry: an empirical study from Tanzania
Year: 2024
Type: article
Study design: Observational Study
Abstract: While there has been a significant increase in the use of artificial intelligence (AI) in marketing, limited research has focused on the user experience of AI-powered chatbots and their implications in developing countries. Therefore, this study developed a research model to test the interrelationship between gratification, intention to accept recommendations from AI chatbots, and continuance intention using the Uses and Gratification (U&G) theory. This study gathered data from 410 customers of commercial banks in Tanzania, employing a quantitative survey approach that was analyzed using structural equation modeling. The results indicate that the gratification dimensions significantly drive continuance intention through the intention to accept recommendations from AI chatbots. The study recommends that marketers ensure that AI chatbots, serving as service agents, offer enjoyment and emotional support to customers to enhance continuance intention. The proposed research model developed and tested in this study is among the very few studies that examine AI chatbots’ continuance intentions in the context of developing countries. This study introduces the intention to accept AI chatbots’ recommendations as a mechanism that can promote continuance intention when fueled by gratification.
Source: Cogent Business & Management
Authors: Esther Ernest Mfumbilwa, Caroline Mnong’one, Emmanuel Chao, David Amani
Institutions: The University of Dodoma, Mzumbe University
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: gold
Estimated APC paid: $1,165
OpenAlex ID: W4403760433