Artificial Intelligence Adoption in Sustainable Banking Services: The Critical Role of Technological Literacy

Hengjun Mei (), Simona-Aurelia Bodog and Daniel Badulescu
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Hengjun Mei: Paul Merage School of Business, University of California, Irvine, CA 92697, USA
Simona-Aurelia Bodog: Department of Management-Marketing, Faculty of Economic Sciences, University of Oradea, 410087 Oradea, Romania
Daniel Badulescu: Department of Economics and Business, Faculty of Economic Sciences, University of Oradea, 410087 Oradea, Romania

Sustainability, 2024, vol. 16, issue 20, 1-25

Abstract: This study explores how customers recognize and accept artificial intelligence devices (AIDs) in the realm of sustainable banking services, applying the Artificially Intelligent Device Use Acceptance (AIDUA) model. This research not only seeks to corroborate the AIDUA model in the banking sector, but also aims to enrich it by introducing technological literacy as a moderating factor, particularly in the perspective of sustainable banking. Data were collected through 435 valid, self-administered face-to-face surveys from bank customers in China, determined through convenience sampling. The hypotheses, covering both direct and moderating effects, were examined using structural equation modeling. This study verifies the applicability and reliability of the AIDUA model, in assessing customer acceptance of AIDs within sustainable banking services. The findings indicate that customer acceptance of AIDs unfolds in three distinct phases. Initially, the consumers’ perceptions of social influence (SI), hedonic motivation (HM), and perceived anthropomorphism (PA) positively influence their green performance expectancy (GPE) and green effort expectancy (GEE) concerning AIDs. As a result, greater GPE and GEE among bank customers lead to stronger positive emotions, which greatly contribute to increased AIDs usage and a reduction in resistance to their implementation. Additionally, the findings determine that technological literacy plays a substantial moderating role in the association connecting green performance expectancy and customer emotions in relation to adopting AIDs, thereby highlighting its importance in advancing sustainable banking initiatives.

Keywords: artificial intelligence; AI devices; green banking services; technological literacy (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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