Published Online:February 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM030225
DOI:10.71329/IUPJMM/2025.24.1.55-76
Author Name:Ravi Sankar Pasupuleti and Deepthi Thiyyagura
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:55-76
The study investigates the adoption dynamics of artificial intelligence (AI)-driven mobile banking apps, with an emphasis on the influence of intelligence and anthropomorphism. Using the extended Expectation Confirmation Model (ECM) as a theoretical foundation, the study analyzes the effect of these elements on users' confirmation, perceived usefulness, satisfaction, and continuance intention in the Indian context. The survey of AI-enabled banking app users uncovered interesting patterns in user attitudes. The research presents a thorough examination of AI characteristics in mobile banking apps, shedding light on the impacts of intelligence and anthropomorphism. The structural equation modeling (SEM) results indicated that all proposed hypotheses were statistically significant. Especially, the AI constructs intelligence and anthropomorphism revealed significant positive effect on perceived ease of use and usefulness. Satisfaction was found to be strongest predictor of continuance intention towards AI-driven mobile banking applications, followed by perceived usefulness and trust.
Mobile banking (m-banking) is a rapidly developing financial technology platform that provides users with increased convenience and reduces the influence of physical barriers (Manser et al., 2021). Users can easily perform a range of financial operations from any location at any time, including transactions, investments, and other non-financial activities (Zhou et al., 2021). The implementation of m-banking has the potential to decrease operational expenses and boost competitiveness for financial institutions (Purohit and Arora, 2021).