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Why can’t we help but love mobile banking chatbots? Perspective of stimulus-organism-response

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Abstract

In mobile banking, the relationship between consumers and conversational artificial intelligence chatbots (CAIC) is a growing interest. This study delves into consumers’ brand love for these chatbots and examines the factors that influence this love. The study tests the relationships between anthropomorphism, smart experience, and brand love based on 355 banking consumers. According to the findings, anthropomorphism, smart experience, and conversational AI chatbot engagement have a favorable effect on consumers’ interaction with CAIC, resulting in an increase in their brand love. This research offers valuable insights for mobile banking companies looking to increase their customers’ love for their conversational AI chatbots. The findings emphasize the importance of considering anthropomorphism, smart experience, and engagement in designing conversational AI chatbots, as these factors contribute to a meaningful and engaging customer experience.

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Authors and Affiliations

  1. Indian Institute of Management Jammu, Old University Campus, Canal Road, Jammu, 180016, Jammu & Kashmir (U/T), India

    Nitin Upadhyay

  2. FLAME School of Business, FLAME University, Lavale, Pune, 412115, Maharashtra, India

    Aakash Kamble

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  1. Nitin Upadhyay
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  2. Aakash Kamble
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Correspondence to Aakash Kamble.

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Appendices

Appendix 1

See Table 5.

Table 5 Extant literature review
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Appendix 2

See Table 6.

Table 6 Source of constructs and items
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Upadhyay, N., Kamble, A. Why can’t we help but love mobile banking chatbots? Perspective of stimulus-organism-response. J Financ Serv Mark 29, 855–872 (2024). https://doi.org/10.1057/s41264-023-00237-5

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