In-depth exploration of the factors influencing trust in chatbot integration: an exhaustive investigation within the banking sector

Abstract

The evolution and adoption of chatbots pose a challenge, especially in emerging markets unfamiliar with AI. Technological advancements have improved the accuracy and interaction of chatbots, but studies have primarily examined these technologies from the perspective of organizations, neglecting that of customers. This research explores the acceptance of chatbots in the Moroccan banking sector, based on Mayer, Davis, and Schoorman trust model. The results, based on an empirical study of 370 clients using the structural equations method, show that the security variables "perceived trust, perceived confidentiality, and perceived security" are significantly related to each other. The research contribution not only offers a new perspective to identify important factors influencing customer trust in virtual agent acceptance but also assists Moroccan banks in examining these factors when planning the development of human-machine interaction.

Keywords: Chatbots, Adoption, Trust model, Banking, SEM, Customer.