Analysing customer propensity for embracing Artificial Intelligence (AI) in banking services

Lau, Yong Zheng and Lim, Wei Xiang and Wong, Xin Yi (2024) Analysing customer propensity for embracing Artificial Intelligence (AI) in banking services. Final Year Project, UTAR.

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Abstract

This research purpose is to examine and evaluate the intention to adopt artificial intelligence in banking services in Malaysia. This study applied primary data collection method which is using Google Form questionnaire and survey, and the targeted respondents are Malaysia citizens that is 18 years old or above. There are five independent variables (perceived usefulness, perceived ease of use, perceived trust, perceived risk, subjective norms) and one dependent variable (intention to adopt artificial intelligence in banking services). 183 responses were collected for data analysis and SmartPLS 4 analysis software were used to analyse the data in this research. The result of the research has declared that there are 3 independent variables (perceived usefulness, perceived trust, subjective norms) are significant to the dependent variable, and 2 independent variables (perceived ease of use, perceived risk) is insignificant to the dependent variable. Furthermore, the research also provides appropriate implications, limitations, recommendations, and also reference of the study to future studies related to this topic.

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