TY - GEN
T1 - The Impact of Personalization and Ubiquitous Connectivity on Trust in Banking Chatbots for Continued Usage
AU - Medina-Aguayo, Pamela
AU - Salcedo-Napan, Fátima
AU - Mauricio-Andía, Martín
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
PY - 2025
Y1 - 2025
N2 - Chatbots are one of the most successful forms of implementing artificial intelligence to enhance banking operations; however, there is still no general consensus among researchers regarding their continued use. Therefore, the primary objective of this study is to evaluate how personalization and ubiquitous connectivity influence trust in chatbots and the impact this has on their continued use. The research followed a quantitative method with an explanatory scope. Using non-probabilistic sampling, 400 individuals who have used chatbots in banks over the past year were surveyed. The data were processed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The study results confirm the fundamental influence of trust on the continued use of banking chatbots. Additionally, it was demonstrated that ubiquitous connectivity, and to a lesser extent, personalisation, are factors influencing trust in banking chatbots.
AB - Chatbots are one of the most successful forms of implementing artificial intelligence to enhance banking operations; however, there is still no general consensus among researchers regarding their continued use. Therefore, the primary objective of this study is to evaluate how personalization and ubiquitous connectivity influence trust in chatbots and the impact this has on their continued use. The research followed a quantitative method with an explanatory scope. Using non-probabilistic sampling, 400 individuals who have used chatbots in banks over the past year were surveyed. The data were processed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The study results confirm the fundamental influence of trust on the continued use of banking chatbots. Additionally, it was demonstrated that ubiquitous connectivity, and to a lesser extent, personalisation, are factors influencing trust in banking chatbots.
KW - Banking
KW - Chatbots
KW - Continued Usage
KW - Personalization
KW - Trust
KW - Ubiquitous Connectivity
UR - https://www.scopus.com/pages/publications/105018582138
U2 - 10.1007/978-3-031-93109-3_13
DO - 10.1007/978-3-031-93109-3_13
M3 - Contribución a la conferencia
AN - SCOPUS:105018582138
SN - 9783031931086
T3 - Lecture Notes in Networks and Systems
SP - 159
EP - 168
BT - Information Technology and Systems, ICITS 2025
A2 - Rocha, Alvaro
A2 - Ferrás, Carlos
A2 - Calvo, Hiram
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Information Technology and Systems, ICITS 2025
Y2 - 22 January 2025 through 25 January 2025
ER -