Exploring India’s Generation Z perspective on AI enabled internet banking services

Shaheema Hameed · Abhinav Nigam

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Technology Adoption and User Behaviour Digital Transformation in Financial Services AI in Service Interactions

Abstract

Purpose India is a rapidly developing economy with a rapidly expending internet infrastructure and among the largest Generation Z population. This generation is tech savvy and the access to technology and network creates a conducive environment for such usage. Internet banking for the same reasons is growing leaps and bounds. The introduction of artificial intelligence (AI) has created disruptions in the traditional banking also. This paper aims to analyze the comfort level and usage of AI-enabled banking services by Generation Z. Design/methodology/approach The data is collected from 272 Generation Z members. The differential aspects, that is, the relationship of independent variables with dependent variables (AI-enabled internet banking), were analyzed using the structural equation modeling approach. Findings Defining factors for AI-enabled internet banking were identified. The results of factors were consistent with previous studies. It was found that the usage of AI-enabled internet banking services is insignificant, indicating that Generation Z does not perceive any advantage in using AI-enabled internet banking services. Research limitations/implications This paper does not incorporate age groups other than Generation Z. Further research could throw light on the difference based on age groups. Further research is required to deeply understand why Generation Z does not perceive AI-enabled internet services as very important. Practical implications It has been observed that internet banking is important for Generation Z, but they also place greater importance on interpersonal communication. Banks need to consider this in designing their internet banking services. Originality/value This paper addresses the gap between comfort with and usage of AI-enabled internet banking services, by Generation Z. This paper indicates that the comfort with AI-enabled internet banking services does not translate to usage.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1990Comparative fit indexes in structural models.1998Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.

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