Improving fintech services through human–machine interactions: user anthropomorphic perception through an affordance lens

Purpose This study investigates how technology features influence anthropomorphic perceptions among users, focusing on interactive technology such as interactive voice response (IVR). By employing a sociotechnical framework, the study emphasises the role of design affordances in fostering human-like qualities in digital systems, particularly within financial services contexts. Design/methodology/approach Using a case study methodology, the research examines IVR technology deployed to financial savings clients at a Ghanaian savings and loans institution. Data were collected through user interactions and analysed through an affordance lens to identify key design elements that evoke anthropomorphic perceptions. Findings The study identifies ways in which the IVR system evoked human-like qualities. These were shaped by design affordances, including personalised voice messages, culturally relevant content and a consistent human-like persona. The findings reveal how user emotions and imagination mediate anthropomorphic perceptions in digital system interactions. Research limitations/implications The study is limited to a single case in a specific cultural and financial context, which may affect generalisability. Future research should explore diverse contexts and technologies to validate the findings and expand understanding of anthropomorphic design. Practical implications Insights from this study inform the design of culturally attuned and user-friendly digital systems. By leveraging anthropomorphic features, financial services can foster greater trust, engagement and user satisfaction in their technology solutions. Social implications Anthropomorphic design can improve access to financial services, especially for underbanked populations, by enhancing usability and trust in digital platforms. This approach also supports inclusive technology design that respects cultural nuances. Originality/value This study offers a novel sociotechnical perspective on anthropomorphism in Information Systems research, demonstrating how design affordances evoke human-like perceptions. It provides actionable guidance for designing engaging and culturally relevant digital systems in financial services.