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How artificial intelligence influences trust and customer orientation in the banking sector
Abstract   Peer reviewed

How artificial intelligence influences trust and customer orientation in the banking sector

Gavin Northey, Vanessa Hunter, Rory Mulcahy, Patrick Van Esch and Eugene Chan
Advances in Consumer Research, Vol.50, pp.210-211
Annual Conference of the Association for Consumer Research, 53rd (Denver, United States, 20-Oct-2022 - 22-Oct-2022)
2022

Abstract

This research examines how financial advice received from an artificial intelligence system (vs. human) influences investment intentions in a retail banking context. Furthermore, it identifies trust and perceived ‘customer orientation’ as causal mechanisms influencing investment intention, with high involvement as a key boundary condition moderating the effects on investment intention.

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