Adoption Drivers of Intelligent Virtual Assistants in Banking: Rethinking the Artificial Intelligence Banker
The adoption of Intelligent Virtual Assistants (IVAs) in the banking sector presents new opportunities to enhance customer service efficiency, reduce operational costs, and modernize service delivery channels. However, the factors driving IVA adoption and usage, particularly in specific regional con...
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MDPI AG
2025-05-01
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| Series: | Computers |
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| Online Access: | https://www.mdpi.com/2073-431X/14/6/209 |
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| author | Rui Ramos Joaquim Casaca Rui Patrício |
| author_facet | Rui Ramos Joaquim Casaca Rui Patrício |
| author_sort | Rui Ramos |
| collection | DOAJ |
| description | The adoption of Intelligent Virtual Assistants (IVAs) in the banking sector presents new opportunities to enhance customer service efficiency, reduce operational costs, and modernize service delivery channels. However, the factors driving IVA adoption and usage, particularly in specific regional contexts such as Portugal, remain underexplored. This study examined the determinants of IVA adoption intention and actual usage in the Portuguese banking sector, drawing on the Technology Acceptance Model (TAM) as its theoretical foundation. Data were collected through an online questionnaire distributed to 154 banking customers after they interacted with a commercial bank’s IVA. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that perceived usefulness significantly influences the intention to adopt, which in turn significantly impacts actual usage. In contrast, other variables—including trust, ease of use, anthropomorphism, awareness, service quality, and gendered voice—did not show a significant effect. These results suggest that Portuguese users adopt IVAs based primarily on functional utility, highlighting the importance of outcome-oriented design and communication strategies. This study contributes to the understanding of technology adoption in mature digital markets and offers practical guidance for banks seeking to enhance the perceived value of their virtual assistants. |
| format | Article |
| id | doaj-art-53b5705db6124d759a8298f6e6cda2a1 |
| institution | Kabale University |
| issn | 2073-431X |
| language | English |
| publishDate | 2025-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Computers |
| spelling | doaj-art-53b5705db6124d759a8298f6e6cda2a12025-08-20T03:26:26ZengMDPI AGComputers2073-431X2025-05-0114620910.3390/computers14060209Adoption Drivers of Intelligent Virtual Assistants in Banking: Rethinking the Artificial Intelligence BankerRui Ramos0Joaquim Casaca1Rui Patrício2Universidade Europeia, IADE, Faculdade de Design, Tecnologia e Comunicação, UNIDCOM/IADE, Unidade de Investigação em Design e Comunicação, Universidade Europeia, Av. D. Carlos I, 4, 1200-649 Lisboa, PortugalUniversidade Europeia, IADE, Faculdade de Design, Tecnologia e Comunicação, UNIDCOM/IADE, Unidade de Investigação em Design e Comunicação, Universidade Europeia, Av. D. Carlos I, 4, 1200-649 Lisboa, PortugalGOVCOPP and DEGEIT, Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, PortugalThe adoption of Intelligent Virtual Assistants (IVAs) in the banking sector presents new opportunities to enhance customer service efficiency, reduce operational costs, and modernize service delivery channels. However, the factors driving IVA adoption and usage, particularly in specific regional contexts such as Portugal, remain underexplored. This study examined the determinants of IVA adoption intention and actual usage in the Portuguese banking sector, drawing on the Technology Acceptance Model (TAM) as its theoretical foundation. Data were collected through an online questionnaire distributed to 154 banking customers after they interacted with a commercial bank’s IVA. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that perceived usefulness significantly influences the intention to adopt, which in turn significantly impacts actual usage. In contrast, other variables—including trust, ease of use, anthropomorphism, awareness, service quality, and gendered voice—did not show a significant effect. These results suggest that Portuguese users adopt IVAs based primarily on functional utility, highlighting the importance of outcome-oriented design and communication strategies. This study contributes to the understanding of technology adoption in mature digital markets and offers practical guidance for banks seeking to enhance the perceived value of their virtual assistants.https://www.mdpi.com/2073-431X/14/6/209intelligent virtual assistant (IVA)chatbotsautomationcustomer experiencefinancebanking |
| spellingShingle | Rui Ramos Joaquim Casaca Rui Patrício Adoption Drivers of Intelligent Virtual Assistants in Banking: Rethinking the Artificial Intelligence Banker Computers intelligent virtual assistant (IVA) chatbots automation customer experience finance banking |
| title | Adoption Drivers of Intelligent Virtual Assistants in Banking: Rethinking the Artificial Intelligence Banker |
| title_full | Adoption Drivers of Intelligent Virtual Assistants in Banking: Rethinking the Artificial Intelligence Banker |
| title_fullStr | Adoption Drivers of Intelligent Virtual Assistants in Banking: Rethinking the Artificial Intelligence Banker |
| title_full_unstemmed | Adoption Drivers of Intelligent Virtual Assistants in Banking: Rethinking the Artificial Intelligence Banker |
| title_short | Adoption Drivers of Intelligent Virtual Assistants in Banking: Rethinking the Artificial Intelligence Banker |
| title_sort | adoption drivers of intelligent virtual assistants in banking rethinking the artificial intelligence banker |
| topic | intelligent virtual assistant (IVA) chatbots automation customer experience finance banking |
| url | https://www.mdpi.com/2073-431X/14/6/209 |
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