The Role of Social Factors in the Acceptance of Artificial Intelligence-Based Services: the Example of the Banking Sector of Bosnia and Herzegovina

Turnadžić Tamara (), Peštek Almir () and Činjarević Merima ()
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Turnadžić Tamara: PhD Candidate, School of Economics and Business, University of Sarajevo, Trg oslobođenja - Alije Izetbegovića 1, 71000 Sarajevo, Country: Bosnia and Herzegovina
Peštek Almir: PhD, School of Economics and Business, University of Sarajevo, Country: Bosnia and Herzegovina
Činjarević Merima: PhD, School of Economics and Business, University of Sarajevo, Country: Bosnia and Herzegovina

South East European Journal of Economics and Business, 2024, vol. 19, issue 1, 145-158

Abstract: In times when AI’s development and research is moving at an unprecedented speed, this paper explores its role in retail banking. The results presented are part of a wider research of market readiness and AI acceptance, especially in developing economies. The research was conducted in Bosnia and Herzegovina (B&H). The quantitative portion consisted of a survey completed by 671 respondents. This paper focuses on the influence of social factors (perceived humanness, perceived social interactivity, and perceived social presence) on the attitudes towards – and subsequently acceptance of - AI-based services. Chatbots, specifically ChatGPT-4, were the technology the research focused on. The results indicate that perceived humanness and perceived social interactivity have a positive effect on attitudes – and acceptance – of AI-based services. This research could not prove that there is a positive relationship between social presence and attitudes towards AI-based services. The positive relationship between attitude and acceptance was proven as well.

Keywords: Artificial intelligence (AI); Machine learning (ML); Banking; Technology readiness (search for similar items in EconPapers)
JEL-codes: O32 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:seejeb:v:19:y:2024:i:1:p:145-158:n:1010

DOI: 10.2478/jeb-2024-0010

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