Factors Affecting Customers' Intention To Accept Using Chatbot Ai In The Vietnamese Banking Sector

Abstract

Chatbot AI is one of the key digital banking services in this age of digital transformation. Banks are investing in and paying attention to it, and clients are growing more and more fond of it. This research looks at the variables that influence how well-informed chatbot AI users are and how well accepted the technology is in the Vietnamese banking sector. Utilizing the partial least squares (PLS) approach, the study has access to 248 clients of local commercial banks in the Ho Chi Minh City region. A technology acceptance model (TAM) comprising five core factors - Perceived Usefulness (PU), Perceived Ease of Use (PEoU), Intention (I), Attitude (A), Adoption (AP) - was presented by the study team. These variables were then augmented with external variables including Perceived Risk (PR), Self-Efficacy (SE), Technology Anxiety (TA), Personal Innovativeness (PI) and Perceived Enjoyment (PE). The results show that customer acceptance when using the bank's chatbot service is most affected by PU and PEoU. The findings also demonstrate that, albeit in various ways, AP and A have a major influence on the adoption of Chatbot AI. Variable I by itself little affects the acceptability of Chatbot AI. By offering a more thorough viewpoint to comprehend chatbot users' perspectives and responses throughout the post-adoption period, our study adds to the body of knowledge. The study's findings also provide financial service providers some important recommendations on how to better understand their clients, which may serve as the foundation for long-term and sustainable development plans in the present digital era.