Acceptance of artificial intelligence devices in banking services: moderation role of technology anxiety and risk aversion

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dc.authorid0000-0002-9371-0188
dc.contributor.authorCintamur, Ismail Gokhan
dc.date.accessioned2026-04-04T18:55:50Z
dc.date.available2026-04-04T18:55:50Z
dc.date.issued2024
dc.departmentİstanbul Bilgi Üniversitesi
dc.description.abstractPurpose - The purpose of this study is to examine the acceptance of artificial intelligence devices (AIDs) by customers in banking service encounters using the Artificially Intelligent Device Use Acceptance (AIDUA) model and thus test the validity of the AIDUA model in the context of the banking sector as well as extending the AIDUA model by incorporating two moderator variables, namely technology anxiety and risk aversion by regarding the nature of banking services, which are considered highly risky and technology-intensive. Design/methodology/approach - About 575 valid face-to-face self-administered surveys were gathered using convenience sampling among real bank customers in Turkey. The structural equation modelling was used to test hypotheses involving both direct and moderation effects. Findings - The current study has demonstrated that the AIDUA model is valid and reliable for the acceptance of AIDs in banking service encounters by modifying it. The study results have shown that the acceptance process of AIDs for bank customers consists of three phases. Furthermore, the study's findings have demonstrated that technology anxiety and risk aversion have adverse moderation effects on the relationship between performance expectancy and emotion as well as on the relationship between emotion and willingness to accept AIDs, respectively. Originality/value - The current study validates the AIDUA model for the banking industry. In addition, the present study is unique compared to other studies conducted in the literature since it applies the AIDUA model to the setting of banking services for the first time by considering the potential effects of two moderators.
dc.description.sponsorshipI want to thank Dr. Mogaji, the AE editor of the International Journal of Bank Marketing, and two esteemed referees for their contribution to making my study much more effective.
dc.identifier.doi10.1108/IJBM-10-2023-0563
dc.identifier.doi10.1108/IJBM-10-2023-0563
dc.identifier.endpage2176
dc.identifier.issn0265-2323
dc.identifier.issn1758-5937
dc.identifier.issue7
dc.identifier.scopus2-s2.0-85198852040
dc.identifier.scopusqualityQ1
dc.identifier.startpage2143
dc.identifier.urihttps://doi.org/10.1108/IJBM-10-2023-0563
dc.identifier.urihttps://hdl.handle.net/11411/10573
dc.identifier.volume42
dc.identifier.wosWOS:001272816200001
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEmerald Group Publishing Ltd
dc.relation.ispartofInternational Journal of Bank Marketing
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WoS_20260402
dc.snmzKA_Scopus_20260402
dc.subjectArtificial Intelligence Acceptance
dc.subjectArtificial Intelligence Devices
dc.subjectAidua Model
dc.subjectTechnology Anxiety And Risk Aversion
dc.titleAcceptance of artificial intelligence devices in banking services: moderation role of technology anxiety and risk aversion
dc.typeArticle

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