<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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&amp;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.</p>
</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.

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

South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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...

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

Published Online: Jun 29, 2024

Page range: 145 - 158

DOI: https://doi.org/10.2478/jeb-2024-0010

Keywords
Artificial intelligence (AI), Machine learning (ML), Banking, Technology readiness

© 2024 Tamara Turnadžić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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

Published Online: Jun 29, 2024

Page range: 145 - 158

DOI: https://doi.org/10.2478/jeb-2024-0010

KeywordsArtificial intelligence (AI), Machine learning (ML), Banking, Technology readiness

© 2024 Tamara Turnadžić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Artificial intelligence (AI), Machine learning (ML), Banking, Technology readiness