Modelling the determinants of attitude and intention to use AI-enabled chatbots: a study of Indian banking industry

The purpose of the study is to determine and examine the factors of attitude and intention to use AI-enabled chatbots in the Indian banking sector by extending the technology acceptance model (TAM). Chatbots are relatively new offering that different industries like travel and tourism, insurance, hotels, retail sector, healthcare, and education sector are adopting. To understand the customers' attitude and intention to use chatbots, the quantitative technique has been used. A total of 220 customers' responses were analysed and gathered from distributed questionnaires using partial least square equation modelling. As per results, antecedents of attitude towards chatbots are perceived ease of use and personal innovativeness. Perceived ease of use and attitude are significant predictors to intention to use chatbots. The study adds a significant contribution to the existing literature by extending TAM and identifying the factors which affect customers' attitude and intention to use chatbots in the banking sector, especially in India.