Volume 20 No 12 (2022)
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Emerging trends in artificial intelligence-based bankingServices: application of UTAUT model towards individual acceptance
Preeti Sharma, Navneet Kaur
Acceptance of new technology, particularly internet banking, is becoming a more pressing issue in the business world. Many studies on internet banking have found that IB users' experiences and perceptions are critical to the success of the service. To determine factors that influence Internet Banking adoption, the study could employ a Unified theory of acceptance and use of technology (UTAUT), anxiety, and security risk. 116 responses were collected for data collection, and PLS-SEM was employed for factor analysis. The SEM revealed that predictors explained roughly 53.5 percent of the variance in user intention to use internet banking. Users' intentions to use internet banking were most strongly influenced by the integrated UTAUT model. Furthermore, the UTAUT model integration can assist academics and policymakers in better understanding how to promote Internet banking acceptability among commercial bank clients, ultimately contributing to the growth of internet banking acceptance. This paper provides a different perspective on internet banking among consumers of commercial banks. The RBI and bank managers should focus on technological and service quality factors to boost internet banking users' confidence
Internet Banking, UTAUT Model, anxiety, security risk.
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