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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2022.6
- 수록면
- 469 - 528 (60page)
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Purpose: Advancements in the AI-enabled technology have made the mobile and online the dominant place for launching financial services innovation. The existing literatures have revealed that online environment is easy to arouse users’ emotions and promote emotional behavior, but still lack evidence how emotions affect the use of digital financial services. This study then develops a research model and two experiments to investigate whether and how the afforance of positive emotions through AI-enabled digital financial services innovation will enhance user’s services adoption.
Design/methodology/approach: This paper used a mixed-methods approach to empirically study the role of emotions on users’ adoption of digital financial services then providing the evidence to the value of positive emotions arousal through AI-enabled interaction. An convenience nonprobability sampling approach with total of 280 responses were collected to examine the model and two behavioral experiment with total of 121 and 140 participants respectively, as well as the partial least squares technique and paired sample mean t-test were utilized for data analysis.
Findings: Positive emotions promote users’ intentions to continue to use digital financial services and also exert a significant positive role through the intermediary effect of trust and satisfaction(Study 1). The users’ perceptions of the value rises in the state of positive emotional arousal and perception of the risk of financial loss decreases (Study 2). The anthropomorphic artificial intelligence service assistant can effectively evoke user’s positive emotions in service recommendations, improve their willingness of adoption and value perception and reduce perceived risk(Study 3).
Originality/value: Based on emotion theory and expectation confirmation theory (ECT), this study reveals that as features, positive emotions interaction help improve users’ value perception and adoption intention, also help us further understand the role of user’s emotions arousal in digital financial service This research has practical importance in terms of understanding the affordance of positive emotional interaction through AI-enabaled service is a valuable way to carry out service innovation in digital financial platform.
Design/methodology/approach: This paper used a mixed-methods approach to empirically study the role of emotions on users’ adoption of digital financial services then providing the evidence to the value of positive emotions arousal through AI-enabled interaction. An convenience nonprobability sampling approach with total of 280 responses were collected to examine the model and two behavioral experiment with total of 121 and 140 participants respectively, as well as the partial least squares technique and paired sample mean t-test were utilized for data analysis.
Findings: Positive emotions promote users’ intentions to continue to use digital financial services and also exert a significant positive role through the intermediary effect of trust and satisfaction(Study 1). The users’ perceptions of the value rises in the state of positive emotional arousal and perception of the risk of financial loss decreases (Study 2). The anthropomorphic artificial intelligence service assistant can effectively evoke user’s positive emotions in service recommendations, improve their willingness of adoption and value perception and reduce perceived risk(Study 3).
Originality/value: Based on emotion theory and expectation confirmation theory (ECT), this study reveals that as features, positive emotions interaction help improve users’ value perception and adoption intention, also help us further understand the role of user’s emotions arousal in digital financial service This research has practical importance in terms of understanding the affordance of positive emotional interaction through AI-enabaled service is a valuable way to carry out service innovation in digital financial platform.
목차
Introduction
Theoretical foundations and literature review
Emotion theory and adoption of digital financail service
Hypothesis development
Study 1 : Emotions in continuous use of digital financial services
Study 2 : Risk and value perception of digital financial services in emotional reactions
Study 3 : Adoption of digital financial services in AI-enabled positive emotion affordance
Discussion and implications
Theoretical significance
Practical implications
Direction for future research
Reference
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