Continuous intention usage of artificial intelligence enabled digital banks: a review of expectation confirmation model

Abstract

Purpose

This study builds on a conceptual model by integrating AI features – Perceived intelligence (PIN) and anthropomorphism (PAN) – while extending expectation confirmation theory (ECT) factors – interaction quality (IQU), confirmation (CON), and customer experience (CSE) – to evaluate the continued intention to use (CIU) of AI-enabled digital banking services.

Design/methodology/approach

Data were collected through an online questionnaire administered to 390 digital banking customers in India. The data were further analysed, and the presented hypotheses were evaluated using partial least squares structural equation modelling (PLS-SEM).

Findings

The research indicates that perceived intelligence and anthropomorphism predict interaction quality. Interaction quality significantly impacts expectation confirmation, consumer experience, and the continuous intention to use digital banking services powered by AI technology. AI design will become a fundamental factor; thus, all interactions should be user-friendly, efficient, and reliable, and the successful implementation of AI in digital banking will largely depend on AI features.

Originality/value

This study is the first to demonstrate the effectiveness of an AI-ECT model for AI-enabled Indian digital banks. The user continuance intention to use digital banking in the context of AI has not yet been studied. These findings further enrich the literature on AI, digital banking, and information systems by focusing on the AI's Intelligence and Anthropomorphism variables in digital banks.

Citation

Bhatnagr, P., Rajesh, A. and Misra, R. (2024), "Continuous intention usage of artificial intelligence enabled digital banks: a review of expectation confirmation model", Journal of Enterprise Information Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEIM-11-2023-0617