Unlocking Banking Chatbot Adoption: A Unified Approach through Extended TAM and UTAUT Model

This study explores the adoption of chatbots in the banking industry, focusing on users’ perceptions and experiences. Facts were collected through surveys using a well-structured questionnaire comprising 108 interrogations covering various aspects of chatbot usage. The survey encompassed dimensions such as perceived enjoyment, perceived risk, self-efficacy, technology anxiety, personal innovativeness, perceived ease of use, perceived usefulness, experience, intention, voluntariness, digital literacy, intention, and adoption. Statistical analyses, including reliability analysis, the chi-square test, and Structural Equation Modeling (SEM), were employed to analyze the data. The adopted models for analysis were TAM and UTAUT. Reliability analysis demonstrated acceptable to excellent internal consistency for most scales. The chi-square test revealed significant relationships between constructs such as perceived ease of use and perceived usefulness of chatbots, voluntariness and personal innovativeness, intention, adoption, and digital literacy. SEM analysis uncovered significant relationships between age and perceived usefulness, digital literacy and adoption or intention, experience and perceived usefulness or ease of use, and voluntariness and ease of use or intention. This study offers valuable insights into chatbot adoption within the banking industry, emphasizing the significance of factors like age, digital literacy, experience, voluntariness, personal innovativeness, and intention in shaping user perceptions and behaviours.