Testing the Framework for Consumer Psychology in Green Gamified Banking: Does Artificial Intelligence in E-Banking Matter?

This study investigates the unexplored territory of psychological transformations in green gamified banking, focusing on the mediating role of Artificial Intelligence (AI) in e-banking and its impact on the intention to use green gamified banking. A framework for consumer psychology of brands, driven by green gamified banking, was developed and tested through a survey conducted in mainland China. This study utilizes Structural Equation Modeling (SEM) and Fuzzy-Set Qualitative Comparative Analysis (FsQCA) to support theory with empirical evidence. The results reveal that AI has a complete mediation effect on brand identification and brand significance in e-banking, while brand experience, brand integration, and brand connection are partially mediated. Furthermore, the results from the Fuzzy Set Qualitative Comparative Analysis (FsQCA) showed that the intention to use green gamified banking is most strongly associated with brand integration and connection. In contrast, AI in e-banking is most strongly linked to brand experience and significance. This research contributes to the understanding of psychological transformations in sustainable behavior, shedding light on the crucial role of artificial intelligence in e-banking and the consumer psychology of the brand in green, gamified banking.