| Keywords [eng] |
Artificial Intelligence, AI Chatbots, Data Privacy Concerns, Trust in AI chatbots, Intention to Use AI chatbots, Online Banking, Millennials, Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Human-Likeness, Prior Experience |
| Abstract [eng] |
The master’s thesis examines how the data privacy concerns influence the trust and intention to use AI chatbots in online banking platforms among millennials. The growing use of AI-based chatbots in online financial services is also associated with significant concerns regarding privacy, trust, and perceived risk, which directly influence the adoption by the user. The research is founded on a combined theoretical basis of the Technology Acceptance Model (TAM), Trust Theory and Privacy Calculus Theory with the aim of describing the behavioral intentions of millennial users towards AI chatbots in online banking. Millennials have uneven adoption patterns, even though the use of AI chatbots in online banking sites is evolving at a very high rate. Such inconsistency is greatly motivated by concerns surrounding data privacy, the confidence in AI systems, and some perceived risk regarding the release of sensitive financial information. This study will be aimed at investigating how the data privacy concerns affects the trustworthiness and intention of millennials to use AI chatbots in online banking. To establish this aim, the paper evaluates data privacy concerns in AI chatbot application, synthesises the theoretical models in question, addresses the mediating influence of trust and assesses the moderating impacts, and empirically explores the issue of millennial online banking users. The study uses a quantitative methodological approach. The structured online questionnaire was used to minimize data collection to millennial users of internet banking services. To test the proposed research model and hypotheses, the collected data were processed with the help of descriptive statistics, analysis on reliability, correlation analysis, multiple regression analysis, mediation and moderation analysis. The empirical analysis results suggest that the data privacy concerns has a statistically significant negative impact on the trust towards AI chatbots. The level of trust was established to be positively and significantly impacting the intention to use AI chatbots in online banking. Also, the perceptions of usefulness and the perceptions of ease of use have a positive influence on trust and intention to use. The results also indicate that the perceived risk undermines the positive domain of trust and intention to use. Also, the relationship between the concerns of privacy and trust is mediated by human-likeness and prior experience that diminish the importance of privacy-related concerns when human-likeness and prior experience are taken into consideration. The research finds that the data privacy concerns has a central role in the connection between AI chatbots intention to use and the trust in the use of online banking. Even though millennials are aware of the efficiency and convenience of using AI chatbots, the data privacy concerns and security are used as a decisive factor in the adoption decision. Thus, online banks must prioritize data-handling transparency and high-level security, as well as a conveniently designed chatbot, to be able to inspire more users to employ AI chatbots in online customer support. The findings of this master thesis can be reformatted into publication in academic journals specializing in the area of digital banking, financial technology or information systems research. |
