An investigation on the influencing factors of elderly people's intention to use financial AI customer service
Abstract
Purpose
With the great changes brought by information technology, there is also a challenge for the elderly's acceptance. This study aimed to determine the antecedents of elderly people's usage intention of financial artificial intelligent customer service (FAICS) and to examine the relationships between various factors and thus to help them better adapt to the digital age.
Design/methodology/approach
A mixed method, including the qualitative and quantitative study, was utilized to explore answers of the research questions. As the qualitative study, the authors used semi-structured interviews and data coding to uncover the influencing factors. As the quantitative study, the authors collected data through questionnaires and tested hypotheses using structural equation modeling.
Findings
The results of data analysis from interviews and questionnaires suggested that perceived anthropomorphism and virtual identity of elderly users have a positive impact on their perceived ease of use, and the perceived intelligence of elderly users positively influences their perceived ease of use, satisfaction and perceived usefulness. Additionally, the elderly's cognition age can moderate the effects of perceived usefulness and satisfaction on their usage intention of FAICS.
Originality/value
This study contributes to the literature by taking the elderly group as the research participants and combining those influencing factors with technology acceptance model and information systems success model. The findings provide a basis for accelerating the promotion of FAICS and help address the problem that the elderly have difficulty adapting to a new technology.
Keywords
Acknowledgements
The authors would like to thank National Natural Science Foundation of China (Grant NO. 72271236, 72061147005), National Social Science Foundation (Grant No. 22&ZD328), School of Interdisciplinary Studies in Renmin University of China, Metaverse Research Center in Renmin University of China for providing funding for part of this research.
Citation
Cheng, X., Qiao, L., Yang, B. and Li, Z. (2023), "An investigation on the influencing factors of elderly people's intention to use financial AI customer service", Internet Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-06-2022-0402
Publisher
:Emerald Publishing Limited
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